Moving Walls partners Nigerian ad company to transform offline media planning

Adtech company Moving Walls has tied up with Nigerian?media and advertising company?Interaction Channel Limited (ICL) to roll out a location intelligence powered planning and buying solution for offline media. The partnership aims to revolutionise the way offline media channels including outdoor advertising and brand activations are planned and measured in Nigeria.

Moving Walls will deploy its AI-powered platform known as Moving Audiences, which ingests location data from several sources such as social, traffic, smartphone movement, and proprietary IoT sensors. Moving Audiences is currently connected to more than 30,000 physical media assets across Singapore, Malaysia, Indonesia, the Philippines, Thailand, India, and Nigeria. The press statement said that audience data-driven cloud-based platforms such as Moving Audiences reduce the time taken dealing with multiple media owners, collating rates and site information, and building media plans manually.

Quoting PwC, the press statement added that by 2022, Nigeria's media revenues is expected to reach US$9.9 billion, with the internet forecast?to account for 89.6% of the absolute growth. Meanwhile, Nigeria's outdoor advertising revenue will grow to approximately US$240 million by 2019. Additionally,y the number of digital billboards also on the rise at key high-traffic intersections, especially large formats.

Founder and global CEO of Moving Walls?Srikanth Ramachandran (pictured centre) said the move is another example that offline media pain points and opportunities are "starkly similar" across emerging markets even if they are in different countries.

?We have seen a uniform need for data standards in outdoor advertising across emerging markets where two things are happening - the numbers of billboards, especially digital screens, continue to grow and smartphone penetration is driving digital media spends," he said.

He added that having done work for global brands across Asia, Moving Walls understands that the African continent is the new frontier for fast growth for ICL. "A majority of them make significant offline media spends here [in Africa] and will now benefit from similar planning and optimisation capabilities that we provide them in other markets," Ramachandran said.

According to Tosanwumi Omagbemi (pictured right), MD of ICL, the platform will equip media buyers with an understanding of where their target audiences are and how they can engage them with the most optimum combination of outdoor media assets.

?Media spends continue to shift to accountable channels. This platform will equip traditional billboard owners with the ability to showcase what outdoor media delivers in terms of when, how many times, and who the advertisers are reaching. Meanwhile, the media owners now have, for the first time, a single point to access all billboard inventory and create media plans with just a few clicks," he said.