Firm launches AI to tackle data challenges in media industry

An AI-powered AdTech company, Retinaad, has unveiled Artificial Intelligence (AI) solutions to address age long problems in the media industry such as dearth of data, lack of audience measurement and lack of independent monitoring of media.

The technology aims to monitor billboard content, provide data, and enhance campaign integrity for targeted marketing strategies.

Speaking at a media parley on the launch of Independent AI-Powered Monitoring Solutions (RetiMetrix AMP and RetiTrak AMC) for Out-of-Home (OOH) advertising, DOOH, BTL, Retail Sales, and Broadcast Media in Lagos, Founder and Chairman, Retinaad Limited, Abi Iderawumi, explained that the AI solution was mostly developed in Nigeria and is a game changer for the entire advertising, marketing and publication industry and can compete with any technology in the world.

“The technology provides real time AI solutions to advertisers and we seek that this technology benefits not just advertisers but agencies, independent media and retail stores. We are committed to drive solutions beyond Africa,” he said

He stated that RetiTrak AMC provides AI-powered, real-time monitoring across billboards, radio, TV, social media, and retail, ensuring advertisers achieve full compliance while RetiMetrix AMP delivers precise audience analytics, tracking consumer engagement across platforms.

“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 counting 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 analysing whether they are women or men, young or old,” he said.

Director-General, Advertising Regulatory Council of Nigeria (ARCON), Olalekan Fadolapo, represented by the Director of Strategy, ARCON, Susan Agbo, laude the level of innovation ongoing in the industry.

According to her with the developments in the world, if one doesn’t become abreast with technology, especially AI, they can be left behind. Chief Executive Officer, Retinaad, Manoj Vashisht, said that the innovations aim to enhance transparency and efficiency for media artists, sellers, and owners.

“This will positively impact media sales and the entire global industry. It will revive confidence and efficacy for media owners, allowing them to understand the true value of their assets and reposition them strategically,” he said.