The President Out-of-Home Advertising Association of Nigeria (OAAN), Rotn Sola Akinsiku has disclosed that the Bill for a Charter for Out-of-Home Media Asset Ownership and Practice in Nigeria when passed into law will bring order to the acquisition and ownership of billboard locations.
According to him, it will remove the ambiguity and inconsistencies currently associated with this aspect of the business.
He stated this at the opening ceremony of the 39th Annual General Meeting of the Association with the theme: ‘Redefining Out-Of-Home Media In Nigeria: The Practice, The Business, And Value Creation’ held in Ibadan, Oyo State.
“We have realised that the OOH practice in Nigeria stands on two legs. There is the advertising leg which has to do with content. This is effectively managed by ARCON but, there is also the other leg which relates to the platform locations or sites, and which directly impacts on the environment.
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He explained further that, this non advertising leg has been a cause of worry and challenge to business sustainability over the years.
Akinsiku said with this bill, the advertising aspect of OOH practice which rests in the hands of ARCON is intact and all obligations will continuously be fulfilled.
Speaking further on the Bill, which according to him, is already generating some discussions in the industry, Akinsiku said he is glad that OAAN has decided to own and to support the Bill because the Association sincerely appreciates that it will help their efforts to protect businesses.
“But more than the benefits to us, it is more in the overall best interest of the Out-of-Home media space, and for the good of the entire industry. It will bring sanity into the Out-of-Home media ecosystem in the country.
“I have the benefits of my conviction that you are all aware of the challenges the Out-Of-Home Media Assets Owners have had to grapple with, especially in the hands of government departments.”
Akinsiku revealed that on each occasion that government agents rise against their assets, investments worth hundreds of millions of Naira are destroyed and painfully brands suffer as running campaigns are truncated.
“We have cried out for help against charlatanism and other causes of government’s destructive intervention whenever the environment comes under the siege of bombardments of contraptions that purport to be billboards,
He said: “We cried out to APCON, and have sought help from ARCON. Though ARCON under the leadership of Dr. Olalekan Fadolapo was willing to help, it could do but only little.”
OAAN President recalled that the ARCON DG brokered a number of meetings while the struggle with KASUPDA lasted, but due to the mandate of both APCON and ARCON which limits the Council to controlling only the OOH message, not much could be achieved to address the fundamental issues.
He explained further that OOH practice has suffered setbacks over the years, because of inadequate standards and proper control of non-advertising aspects of the practice which the bill now seeks to protect and this include allocation of sites; environmental standards; engineering standards; entry/exit barrier and safety standards.
“I believe very strongly that this bill will further help OOH practice in policy consistency, to ensure state signage agencies and local governments to act in one accord; Stop the bastardisation of the environment with cluttering; Stop periodic destruction of OOH hoardings, by governments in their attempt to sanitize after bastardisation; guarantees business sustainability and it will check arbitrary, billing and all other onslaught against Out-of-Home Media Assets in the country.
“Let me add, at this point, that contrary to postulations in certain quarters, the Bill will not in any way contradict or contend with the current powers of ARCON. It will, indeed help to further enhance the relevance of ARCON and promote sanity in the out-of-home media sector.
“I therefore want to once again, solicit the understanding of all stakeholders and request that you all join us to support this initiative,” he stated.
Akinsiku reiterated the Association’s determination to bring order to the out-of-home business aspect of the national economy as well as to reduce charlatanism in the business.
He explained that the AGM was aimed at reviewing the score card of the Association in the last one year and thanked the Board of Trustees, Council members, and members for the support the Executive has enjoyed thus far saying; “we hope that you will continue to entrust us with the assignment to serve you.”
The Guest speaker, Group CEO, Prima Garnet Africa, Mr. Lolu Akinwunmi, in his paper entitled: ‘Redefining Out-Of-Home Media In Nigeria: The Practice, The Business, And Value Creation’, said that the future of out-of-home media in Nigeria lies in its ability to adapt to changing technologies, consumer behaviours, and regulatory landscapes.
Mr. Akinwunmi explained that by redefining its practice, embracing innovation, and creating measurable value for advertisers, the OOH industry can continue to be a vital part of the Nigerian advertising ecosystem.
He explained further that the way forward requires a commitment to excellence, collaboration, and a forward-thinking approach that prioritizes both economic growth and societal impact.
“As the industry evolves, it will be well-positioned to leverage its unique strengths to drive brand visibility, engage audiences, and contribute meaningfully to Nigeria’s economic and social development,” he said.
By implementing these recommendations, Akinwunmi said that the OOH media companies can redefine their practices, strengthen their business models, and create substantial value in Nigeria’s dynamic market.
The Director General ARCON, Dr. Olalekan Fadolapo represented by the Zonal Head, Ibadan, Office, Hadiza Bello in his remarks commended OAAN for successful outing in the last 39 years of its AGM.
Dr Fadolapo also commended OAAN for its contributions to the economy over the years.
Among guests at the event were Chairman Heads of Advertising Sectorial Group, (HASG), Mr. Lanre Adisa, President MIPAN, Mr. Dozie Okafor, representative of President, EXMAN, Mrs. Tolulope Medebem, Director, Corporate Communication and Strategy, LASAA, Mr. Temitope Akande and Director General for Signage and Advertisement, Oyo State Signage and Advertisement Agency (OYSAA), Mr. Oludolapo Eso-Ajanaku, among others.
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