The Minister of Information and National Orientation, Alh Mohammed Idris has expressed government readiness to partner with industry stakeholders to create policies that support innovation, safeguard consumer interests, and encourage the growth of a robust advertising sector that contributes meaningfully to the national economy.
He stated this at the opening ceremony of the 2024 National Advertising Conference (NAC) organized by the Advertising Regulatory Council of Nigeria (ARCON) with the theme: “Navigating the Shifts: Technology, Culture and New Business Models,” held on Thursday in Abuja.
The Minister, who was represented by the Director General, National Orientation Agency, Mallam Lanre Issa-Onilu however added that to remain competitive, advertising agencies and media companies need to be agile and open to experimentation.
This to him, means embracing partnerships, investing in continuous learning, and adapting strategies to stay relevant in a changing market place.
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According to him, the government is committed to supporting a regulatory framework that encourages innovation, protects intellectual property, and provides an enabling environment for all players in the advertising sector.
He added that as the industry is evolving, technology, the rise of new business models and shifts in cultural norms are reshaping how industry players engage, persuade, and inspire audiences.
He said: “This new era of advertising calls for adaptability, creativity, and a clear-eyed view of the opportunities and challenges that lie ahead.”
He acknowledged the profound impact of technology on the industry, adding that digitalization has revolutionized advertising, allowing for personalization, real-time engagement, and greater accountability through analytics.
He added that: “Social media, artificial intelligence, and big data have created channels for brands to reach audiences in more meaningful and relevant ways than ever before.
“The introduction of a scientific-based audience measurement system is also a transformative development for Nigeria’s advertising industry. Accurate and reliable data on audience engagement and demographics is essential for advertisers, broadcasters, and marketers to effectively reach their target audiences and optimize their campaigns.
“However, as we navigate this technological landscape, we must remain vigilant about issues like data privacy, cybersecurity, and the spread of misinformation and fake news. Technology is a powerful tool, but one that requires ethical responsibility.
“As a government, we are committed to promoting policies that protect both consumers and businesses, thereby ensuring a digital ecosystem that promotes trust, transparency, and accountability.
“Advertising reflects and, in many ways, shapes culture. As our society becomes increasingly interconnected and diverse, advertisers face the challenge of creating messages that resonate across a broad spectrum of demographics, languages, and values.”
He said: “Today’s Nigerian audience is young, dynamic, and incredibly discerning. They demand representation, authenticity, and social responsibility from the brands they choose to support. This calls for a new level of sensitivity and awareness in advertising. Our industry must embrace these shifts, celebrating our culture in all its diversity while setting standards for responsible communication.”
The Minister also call for the recognition of the growing impact of local content in shaping the national narrative.
“At the Ministry of Information and National Orientation, we are dedicated to fostering an environment where Nigerian creatives and content producers can thrive, strengthening our cultural identity and enabling the stories of Nigeria to reach global audiences. I urge advertisers to be mindful of this and to be advocates for our rich cultural heritage as they develop their campaigns.”
He added that the shifts in technology and culture are accompanied by the emergence of new business models. In an era where consumers have greater power and control, advertising must evolve to be more collaborative, transparent, and value-driven.
“We are witnessing the rise of influencer marketing, subscription models, and direct-to-consumer brands that prioritize authentic engagement over traditional promotional tactics,” he stated.
On government initiatives, Alhaji Idris said the Advertising Regulatory Council of Nigeria (ARCON), National Broadcasting Commission (NBC), and other regulatory bodies have been actively engaged in setting standards that ensure fairness, transparency, and ethical practices in the industry. “These policies are designed not to stifle creativity but to provide a framework where businesses can innovate responsibly.
“We are also actively promoting initiatives that encourage local content development, skill acquisition, and digital literacy within the advertising and creative industries because by building capacity and fostering an ecosystem where talent can flourish, we aim to position Nigeria as a leading hub for advertising and media in Africa and beyond,” he explained.
Director General of ARCON, Dr. Olalekan Fadolapo said the conference was aimed at discussing the profound changes sweeping through the industry, but also to explore how to innovate and thrive amid these transformations.
“We live in an era where technological advancement, cultural shifts, and new business models are not just influencing the sector, they are also reshaping the very foundations of it. “Every industry, from healthcare to finance, education to retail, is being redefined by the digital revolution.
He stated further that cultural shifts around consumer behaviour, workforce expectations, and sustainability are forcing everyone to reconsider their values, strategies, and the ways business are conducted.
“Our theme “Navigating the Shifts,” captures the urgency and complexity of this journey, it is about understanding how technology and culture intersect, and how this intersection fuels the emergence of new business models.
“It is also about navigating change thoughtfully, seizing opportunities wisely and balancing innovation with ethical responsibility.”
He explained that during the conference, participants will explore how to harness technology for meaningful impact, and how to cultivate a forward-thinking culture that embraces these shifts.
“We will hear from experts who are leading these changes, and also engage in discussions that will not only enlightened but inspire us.”
Heads of sectorial bodies at the annual conference which include Association of Advertising Agencies of Nigeria (AAAN), Out-of-Home Advertising Association of Nigeria (OAAN), Media Independent Practitioners Association of Nigeria (MIPAN) and Experiential Marketers Association of Nigeria (EXMAN) expressed their satisfaction on the level of the positive impact of the conference on the advertising sector.
They commended the conference committee for a job well done and with the believe that this year’s conference will impact on the shifts in the advertising sector.
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