….. Calls For Collaboration, Professionalism
The Acting Governor of Oyo State, Barr. Bayo Lawal has reiterated government’s commitment towards creating an environment that supports growth, innovation, and ease of doing business of Out-of-Home.
He stated this at the opening ceremony of the 39th Annual General Meeting of the Out-of-Home Advertising Association of Nigeria (OAAN), with the theme: ‘Redefining Out-Of-Home Media In Nigeria: The Practice, The Business, And Value Creation’ held in Ibadan, at the weekend.
According to him, the government values OAAN’s contributions to the state’s development adding; “we are here to support you in every way possible.”
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Stating that their presence in the state reflects the shared vision for progress, innovation, and the pursuit of excellence in the outdoor advertising industry, Barr Lawal encouraged members of the Association to take advantage of the opportunities that the state offers and to be a part of the exciting journey they are on to build a brighter and more prosperous future for all.
Barr. Lawal added that Oyo State has long been recognized as a leader in cultural heritage and economic development and has always been at the forefront of Nigeria’s growth and advancement.
“We are a state rich in history, innovation, and resilience, and we are proud to be the Pacesetter State—a title that embodies our commitment to setting standards and leading by example.
“As you engage in discussions and deliberations during this AGM, I would like to highlight the importance of collaboration between your esteemed association and the government, he said.
He further said: “The outdoor advertising industry plays a critical role in shaping the visual landscape of our cities, and it is essential that we work together to ensure that this landscape is not only vibrant and dynamic but also orderly and well-regulated.
“We are committed to maintaining a sanitized and organized advertising space in Oyo State,” he said.
To achieve this, the acting Governor added that the government must hold practitioners accountable to the highest standards of professionalism and compliance. The structures you erect should not only communicate messages effectively but also enhance the aesthetic beauty of their surroundings.
“It is our collective responsibility to ensure that these structures contribute positively to the visual environment, adding to the charm and appeal of our cities and towns.
“Furthermore, during election season, the role of outdoor advertising becomes even more significant. We must collaborate to ensure that the advertising space remains orderly, that rules are strictly adhered to, and that our state remains a model of civility and decorum during this critical period,” he stated.
President of OAAN, Rotn Sola Akinsiku said that the AGM was aimed at reviewing the score card of the Association in the last one year.
He 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.”
Speaking on the Bill for a Charter for Out-of-Home Media Asset Ownership and Practice in Nigeria 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.
Shedding light on the Bill, Akinsiku said: “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 relating to the platform locations or sites, and which directly impacts on the environment.
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.
“However, the Bill when passed into law will bring order to the aspect that relates to acquisition and ownership of billboard locations. It will remove the ambiguity and inconsistencies currently associated with this aspect of the business.
“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,” he explained.
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 path 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 Advertising Regulatory Council of Nigeria, (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.
While wishing them a successful deliberation during the AGM, Dr Fadolapo commended OAAN for its contributions to the economy over the years.
Also present at the event was 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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