Stories by Raheem Akingbolu As part of measures to enable advertisers solve the challenges associated with 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 a currency of measurement for the OOH sub-sector in Nigeria, using the innovative ‘Moving Audiences’ platform. Announcing the partnership in Lagos recently, the two parties disclosed that they will leverage best-in-class global technology, data and tools to drive strategy, planning and buying of Out-of-Home advertising for advertisers and brands. The Moving Audiences platform comes with devices that analyse people’s outdoor patterns across the country without revealing their personal deatils, combining data with detailed mapping of every outdoor site, including places such as rail stations, shopping malls, airports, roadside, bus stops etc.