Retinaad redefines advertising with game-changing innovations
By Seun Johnson
Retinaad Limited, a leading AI-powered media monitoring and audience measurement platform in Africa has been formally launched to revolutionise advertising landscape in the continent.
Specifically designed to address critical challenges in Out-of-Home (OOH) advertising such as data scarcity, compliance, monitoring and transaction inefficiency, this innovative solution offers a digitized OOH platform that will enable advertisers to reach target audiences with precision and efficiency.
Speaking at the official launch held on Thursday at LimeRidge Signature Hotel, GRA Ikeja, Mr. Abiodun Iderawumi, founder and Chairman of Retinaad Limited hinted that the platform is proud to usher in a new era of advertising excellence not only in Africa but also in the global advertising ecosystem.
According to him, Retinaad mission is to empower advertisers, brand owners and media planners with AI enabled tools that enhance efficiency, accuracy and impact.
While delving into the rationale behind the initiative, the visionary recounted his meeting with industry friends, including the then MIPAN president, at the annual budget session.
He said, “During that event we were made to understand clearly the pain-points of the advertising and the marketing industry. At that point we tend to begin to look at how to address the problems. The problems are in threefold. One is dearth of data. The second is lack of audience measurements while the third one is independent monitoring of media,
“Audience measurement does not have to do with standing by the roadside to count the number of people looking at billboards, or passing through the roads, or count the number of cars, that is called impressions. What Retinaad has brought forward is not only data but reach, demography and technology that is able to capture the people who pass by the billboard, and those who actually look at the campaign, taking cognizance of the time they spend looking at it, and then analyzing whether they are women or men, young or old.”
Mr Iderawumi also explained that Retinaad has the leading technology in the world, noting that the launch of the initiative is a success of the entire advertising, marketing, and communications industry all over the world.
“What that means is that it’s not a solution for Nigeria. Many of the solutions at this stage can be used anywhere in the world, meaning that we have a solution that can compete favourably with other technologies anywhere in the world.
“The traditional media was already becoming obsolete with the advent of digital media. But with this kind of solution that we are bringing, I think we are bringing a lease of life, and inject fresh energy into the traditional media, so that it can compete favourably with the digital media. So this technology is to create new opportunities to offer value to customers, advertisers, brand owners, asset owners, and all stakeholders in the industry,” he explained.
In his remark, the Retinaad Chief Executive Officer, Mr. Manoj Vashisht posited that businesses can now unlock the full potential of their OOH campaigns and achieve unparalleled success in advertising and marketing.
While making his presentation, the Project Manager, Success Oguntade disclosed that Retinaad has come to transform Africa’s OOH advertising industry through innovative solutions which include:
RetiMetrix, An AI-powered audience measurement tool that provides granular data on impressions and reach, analyzes behaviour and demographics while delivering actionable insights for targeted marketing strategies.
Retritak AMC, a realtime independent media monitoring l, audit and compliance tool that employees machine learning algorithm to track billboard content and site performance, enhancing OOH campaign integrity and,
Retibazaar, a digital OOH marketplace that streamline ad transactions, connecting advertisers with prime advertising spaces for optimal media planning and buying.
In his goodwill message, Dr. Lekan Fadolapo Arcon Director General who was represented by Lady Suzan Ngozi- Agbo noted that the council is pleased to witness the level of innovation going on within the advertising ecosystem.
According to Lady Agbo, anyone who does not keep himself abreast of the technology, especially the AI, that will do what even the human cannot do, will be left behind. She further stated that Nigerian, especially in the advertising ecosystem is doing wonderfully well in following the trend that is happening around the world, noting that Retinaad is leading the charge in Africa.
“To keep to the global international practice, Retinaad has gone ahead of all others to ensure that all the AI-driven solutions and tracking all the things we do is no longer what we do manually.
“When we come to tell the global and the multinationals that we think so-and-so number can watch this billboard as you move past the mainland bridge or Eko bridge, nobody takes assumptions anymore. They want a complete evidence, empirically given and we are glad that Retinaad is up in the game,” she said.
Photo caption:
L-R: Akintayo Victor Oni, group business director, Wetherheads Advertising Group; Emonena Kagho, head, brand strategy and business development, Wetherheads Advertising Group; Abiodun Iderawumi, executive chairman, Retinaad; Sussie Agbo, director, partnership, research, and strategy, Advertising Regulatory Council of Nigeria; Benson Eikponobhoa, team lead, customer success and business development, Retinaad; and Adekunle Obalusi, project manager, Retinaad, during the media launch of Retinaad Limited in Lagos, yesterday.
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