To effectively address the hydra-headed challenges of dearth of data, lack of effective audience measurement mechanism and absence of independent monitoring of media whether it is OOH, DOOH, radio, television, social media, digital media or websites, a new AdTech company, Retinaad Limited, has been launched in Nigeria.

Regarded as Africa continent’s first AI-powered AdTech company, Retinaad Limited is designed to address the critical challenges in Out-Of-Home (OOH) advertising, including data scarcity, compliance, monitoring, and transaction inefficiencies by offering digitalized OOH platforms, that enable advertisers to reach target audiences with precision and efficiency.

In a media launch held at LimeRIDGE Signature Hotel at GRA, Ikeja, Lagos, the founder and chairman of Retinaad Limited Mr. Abiodun Iderawunmi, frpa, said “Retinaad is proud to usher in a new era of advertising excellence not only in Africa but also in the global advertising ecosystem. Our mission is to empower advertisers, brand owners and media planners with AI-enabled tools that enhance efficiency, accuracy and impact.”

According to the CEO of Retinaad, Mr. Manoj Vashisht, “businesses can now unlock the full potential of their OOH campaigns and achieve unparalleled in advertising and marketing.”

With cutting-edge AI technology and strategic global partnerships with Admobilize LLC and Hash-Brown systems, Retinaad is transforming Africa’s OOH Advertising landscape through innovative solutions which include RetiMetrix AMP, RetiTrak AMC and RetiBazaar.

These proprietary technologies provides real-time traffic and audience measurement, remote monitoring and audit, mobile data analytics, location intelligence, and media planning. With these capabilities OOH assets become measurable, objective and data-driven.

Explaining these products, the chairman said RetiMetrix AMP is an AI-powered audience measurement tool that provides granular data on impressions and reach, analysis behavior and demographics while delivering actionable insights for targeted marketing strategies.

For RetiTrak AMC, it is a real-time independent media monitoring, audit, and compliance tool that employs machine learning algorithm to track billboard content and site performance, enhancing OOH campaign integrity; while RetiBazaar is a digital OOH marketplace that streamlines ad transactions, connecting advertisers with prime advertising spaces for optimal media planning and buying.

Delving into how it works, the chairman revealed that “RetiMetrix AMP provides high-fidelity impressions and engagement analytics, measuring and optimizing both indoor and outdoor OOH/DOOH campaigns in real-time. Using live detection and segmentation, it cracks vehicles, bodies, and faces with over 90% accuracy, ensuring advertisers receive precise data on campaign reach and engagement.

“By integrating disparate data sets including roadsides, airports, railway stations, public transport vehicles, shopping centers and petroleum stations, Retinaad generates reach and frequency metrics, GRPs, impacts, and CPM values. This data driven approach ensures advertisers can make informed decisions and maximize ROI,” he said.

He pointed out that in Nigeria, OOH advertising has long struggled with accountability and transparency, leading to inefficiencies, source wastage, and ineffective campaign management. “ReiTrax AMC address these challenges with AI-Powered compliance solutions that guarantee 100% qualitative and quantitative monitoring for digital and static billboards,” Mr. Iderawunmi explained.

Acclaimed as one of the best and truly independent audit systems, RetiTrax Proof of Play (POP) monitors and digitally counts ads displays on digital billboards, offering detailed reports on exposure frequency across any timeframe - minute, hour, day, or year. Advertisers. agencies, and brand owners can now track their investments with unprecedented accuracy and accountability.

For static billboards, the chairman noted that RetiTrak OOH Tracker App enables real-time, on-the-go monitoring from any device, providing a 360-degree view of campaign execution with higher integrity and fidelity. “This AI-Powered system fosters trust, ensures transparency, and drives better campaign execution and optimization. In addition, the RetiTrak suite of monitoring and compliance application covers OOH static billboards, DOOH digital billboards, BTL Activation and experiential marketing, retail sales and merchandising as well as OOH Assets monitoring, audit and compliance.”

Commenting at the launch, the head of strategy, Advertising Regulatory Council of Nigeria, Lady Susan Agbo commended Retinaad for the innovation, which she felt would up the game in the ecosystem.

Representing the director general and chief executive of ARCON, Dr. Olalekan Fadolapo, Lady Agbo said ARCON Council was happy at the level of innovation going on within the advertising ecosystem The way the world is going, if you don’t keep yourself on the space of technology especially AI, you will be left behind,” she explained.

She expressed her happiness that Nigeria, especially the advertising ecosystem, was doing wonderfully well in keeping pace with global trends and Retinaad is number one, not only in Nigeria but Africa as well.

She further expressed support for Retinaad and said ARCON is endorsing and throwing its weight behind what the company is putting in place.

“We support all efforts anybody, individual, organization, is doing within the advertising ecosystem, to ensure that we are abreast with what is happening and in accordance with international and global best practice.

“That Retinaad has gone ahead of others to ensure that AI delivering solutions are tracking the things we do is the right step in the right direction. We are glad Retinaad is upping the game. And the council congratulates Retinaad and endorses the program.”

As Retinaad embarks on this transformative journey in Nigeria, it remains committed to driving innovation, fostering industry growth through cross-functional collaboration, and reshaping Africa’s advertising landscape for the better. Retinaad is a registered AdTech member of the World Out of Home (WOOH) Organization and is certified by the Nigeria Data Protection Commission to guarantee data privacy.