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OAAN, ICL collaborate on audience measurement

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As part of effort aimed at providing solutions to marketing industry’s need for offline measurement, the Outdoor Advertising Association of Nigeria (OAAN) and Interaction Channel Limited (ICL), an advertising technology company, have embarked on a strategic collaboration to provide solutions to measurement in the Out Of Home (OOH) sector in the country using innovative ‘Moving Audiences’ platform.

Addressing journalists in Lagos, recently, OAAN President, Emmanuel Ajufo, disclosed that it would further help practitioners and members offer unique and measurable services to clients.

He stated that it would transform the sector, as practitioners would offer more value to clients. According to him, “the association is behind this whole initiative. We want everybody to know that the collaboration is for the good of the industry. For us, our interest is value for our client and we are set to deliver much more with credible audience measurement in place.”

Similarly, the Managing Director of ICL, Tosan Omagbemi, stated that now, the OOH advertising industry could boast of having standards of measurement in line with global best practices, which would further help it grow remarkably.

“It is evident that OOH Advertising delivers results. This is what the OAAN/ICL collaboration intends to amplify through global best standards of measurement. OOH now has measurement in Nigeria.

“At Interaction Channel Limited, we believe that we are engaging an ever-dynamic audience. Brands that intend to get the right space per time within the consumer/media ecosystem must employ dynamic solutions; which our advertising technology company is all about – dynamic solutions for a dynamic audience. This is the next phase for brand custodians that would not only deliver their numbers, but be part of the consumers’ play,” he explained.

Describing the initiative as commendable, President of Media Independent Practitioners Association of Nigeria (MIPAN), Femi Adelusi, noted: “In line with the MIPAN’s tradition, we are delighted to see the arrival of credible media audience measure on OOH. The ICL platform provides an end-to-end planning for moving audiences from strategic planning to buying and measurement on the OOH media.

“The job of the media /marketing professionals will also be made more exciting with this technology and data enabled decision making tool, which will ultimately drive better effectiveness and efficiencies,” he concluded.

Advertising Practitioners Council of Nigeria (APCON) registrar, Dr. Olalekan Fadolapo, who was represented by the Director, Regulation, Monitoring and Enforcement, Ijedi Iyoha, commended the partnership and assured them of the council’s support, stating that the collaboration will help boost advertising industry in the country.



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