Practitioners at the 2024 National Advertising Conference (NAC) have been urged to engage in innovative thinking and adaptability to navigate shifts in advertising sector.
This, according to speakers at the 3-day conference organized by the Advertising Regulatory Council of Nigeria (ARCON), is necessary if they must survive and thrive in an era of constant transformation in the industry.
The conference with the theme: ‘Navigating the Shifts: Technology, Culture, and New Business Models’, was held in Abuja from 13th to 15th November, 2024.
Speaking at the opening ceremony, the Minister of Information and National Orientation, Alh. Mohammed Idris said 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.
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He said: “This new era of advertising calls for adaptability, creativity, and a clear-eyed view of the opportunities and challenges that lie ahead.”
The minister who was represented by the Director General, National Orientation Agency, (NOA) Mallam Lanre Issa-Onilu however said that 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 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 called for the recognition of the growing impact of local contents 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 highlighted the need for adaptive models in response to Nigeria’s rapidly evolving market, especially in the advertising sector.
“Traditional models are no longer viable in a digitally driven economy where advertising spending is shrinking,” he noted.
“As a regulator, we aim to uphold fairness and equality in the industry while guiding agencies to adapt to these changes effectively.”
He added that discussions at 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.”
Speaking on the state of the economy, CEO of the Nigeria Economic Summit Group (NESG), Dr. Tayo Aduloju explained that Nigeria’s currency depreciation has opened up export opportunities but is also burdening businesses with high operational costs.
“We need refinanced support for key sectors and the recapitalization of development finance institutions to provide affordable, long-term credit. This approach is essential for improving productivity and driving export growth, which is critical to economic resilience,” he explained.
Group CEO of First Primus West African, Mr. Seni Adetu, stressed the importance of consolidation within Nigeria’s fragmented advertising industry.
According to him, the high number of agencies leads to inefficient standards, where clients often leverage competitive disadvantages. “Consolidation will strengthen the industry, allowing fewer, stronger agencies to exist.
“The current fragmentation gives rise to challenges, with some agencies struggling as the market shrinks,” he added.
He stated further that higher entry barriers could foster stronger, more competitive agencies.
He also spoke on the importance of sound governance and the integration of technology to improve business efficiency. “Technology is meant to enhance the structural quality within an organization,”
“It’s crucial to have a strong structure in place that technology can then amplify for efficient, profitable growth,” he added.
Heads of sectorial bodies at the conference was optimistic that communique at the conference will help boost the industry as it navigates the challenges and shifts in the sector.
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