A new kid on the block, Retinaad Limited has entered Nigeria’s marketing communication ecosystem with a big promise to revolutionize the industry by redefining the out-of-home audit and audience measurement in Nigeria.

Making this assertion at the ADVAN Partners Innovation Day, organized by the Advertisers Association of Nigeria, the chairman of Retinaad, Abiodun Iderawunmi, said Retinaad is poised to solve the hydra-headed challenges plaguing the ecosystem when it comes to audit - audience measurement and advertisements tracking, monitoring and compliance.

Speaking to a gathering of the ecosystem’s who is who, including many chief marketing officers and directors of ADVAN member companies, Ideranwumi, a fellow of the ad industry, said presently, nobody knew the value they get for media – whether it is broadcast media, whether it is OOH, whether it is BTL activation, and promised that Retinaad has come to address this challenge.

He said in major challenges are at fore in the out of home industry. These changes, according to him are pilferage, low compliance and absence of monitoring control mechanism, costing inefficiencies, inadequate monitoring and reporting as evidenced by low returns in out of home advertising spend.

He also pointed that data available showed “that as at today, less that 25% of billboard assets, whether digital or static are audited. And some other information that shows that as at today advertisers lose almost 10 – 15% of the budget by not engaging in audit.”

The adman who spoke on behalf of the managing director of Retinaad who was out of the country, boasted that Retinaad has solutions that addresses this challenge.

“We have different solutions for DOOH and OOH. And the major problem we have come to address is audit and budget spending.”

Explaining further, Iderawunmi, who has over three decades of experience in the ecosystem, said Retinaad has AI-enabled proprietary tools that address the challenges. These tools, according to him, are RetiTrack, RetiMetrix and RetiBazaar.

“RetiTrak AMC is a comprehensive solution ensuring 100% quality assurance and compliance for OOH campaign execution. The platform addresses trust and accountability challenges with tailored solutions like the OOH Tracker for static billboards and the DOOH Tracker (Proof-of-Play) for digital billboards. The AI-powered media tracker monitors TV, radio and OOH/DOOH media to validate ad placements, audit performance, optimize compliance and ensure accountability from media partners.

“RetiMetrix AI audience measurement solution utilizes cutting-edge algorithms to analyze audience behaviours, thus delivering actionable insights for targeted marketing strategies. It specifically utilizes traffic data and audience measurement analytics to give advertisers the feel and necessary metrix that tells them how their sales conversion is, and how their outdoor investment is going to translate for them unto sales. RetiMetrix also tells clients how many people came in contact with their boards and how many people change their expressions when they come in contact with their boards. It helps improve targeting, measure campaign reach and maximize engagement across diverse demographics. These data help clients on taking key decisions for their brands.

“RetiBazaar marketplace solution revolutionizes advertising transactions, providing a user-friendly platform connecting advertisers and prime advertising spaces for optimal results. The RetiBazaar SSP/DSP enables smarter planning, efficient ad delivery and optimized media spend. It specifically helps clients to identify the boards that they need to buy for which brand by giving them key measurements within certain parameters.”

On what the advertiser stands to gain from using Retinaad services, hear him: “You recover your spend. You save money. You are more definite in decision making. There is increased transparency, competitive advantage, and of course fraud detection and prevention; regulatory compliance and reputation protection.

“What is more we are not giving you just impression, we are giving you reach. Because from this data, you can have your check-in analysis, how many people looked at your billboard. It is not only OTS, we give you Reach. OTS is Opportunity To See, how people pass through a particular campaign. But Reach is who actually look at your campaign. We show to you how many people look at you campaign. We tell you for how long each person looks at your campaign. This is legitimized data because we are registered with Data Protection Council of Nigeria and partner with many companies.”