From Left : GMD of Rosabel Group, Ayo Oluwatosin; Founder/CEO of Moving Walls, Srikanth Ramachandran and MD of interaction Channel Ltd, Tosan Omagbemi.
Moving Walls, a Singapore-headquartered global adtech company recently shared its exciting new partnership with a Nigerian media and advertising company, Interaction Channel Limited (ICL), and will launch the region’s first location-intelligence powered planning and buying solutions catered for offline media.
According to PWC’s Global Media and Entertainment, Nigeria’s Outdoor Advertising revenue will grow to roughly USD240 million this year as the number of digital billboards, especially large formats, are on the rise at key high-traffic intersections. The partnership between Moving Walls and ICL aims to revolutionise the way offline media channels are planned and measured in Nigeria.
This will be accomplished using a technology called Moving Audiences, an AI-powered platform that collects and absorbs location data from multiple sources. The cloud-based platform reduces the time taken manually dealing with multiple media owners, collating rates and site information, and building media plans and instead uses the data collected from social, traffic, smartphone movement, and proprietary IoT sensors. Currently, it has connected more than 30,000 physical media assets Singapore, Malaysia, Indonesia, Philippines, Thailand, India and Nigeria.
According to a press release from Moving Walls, PWC forecasts USD 9.9 billion worth of media revenues in Nigeria by the year 2022. The country’s internet forecast is predicted to account for 89.6% of the absolute growth. With the growth being driven by digital, offline media needs to be equally well equipped with unique value propositions to position itself as an important part of the media mix.
“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,” said Managing Director at Interaction Channel Limited, Tosanwumi Omagbemi. “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 added that 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.
Founder and Global CEO of Moving Walls, Srikanth Ramachandran, used this partnership as an example of how offline media pain points and opportunities are starkly similar across emerging markets even if they are in different continents.
“Having done work for global brands across Asia, we understand that the African continent is the new frontier for fast growth for these guys,” he said. “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,” he added.
The Moving Audiences platform, used by brands, media agencies, and media owners, has now been deployed in seven markets across three continents – Asia, Africa, and North America.