The Minister of Information and National Orientation, Mohammed Idris, Thursday laid out a roadmap for the future of the advertising industry amidst a rapidly changing technological and economic landscape.
He stated this in his addressing the 2024 National Advertising Conference held in Abuja,.
With the conference themed “Navigating the Shifts: Technology, Culture and New Business Models,” Idris underscored the critical intersection of technological innovation, cultural relevance, and evolving business strategies shaping the sector.
The minister who was represented by Mallam Lanre Issa-Onilu, Director General of the National Orientation Agency (NOA), emphasized the economic significance of the advertising industry, which Pricewaterhouse Coopers (PwC) valued at N605 billion in 2023, highlighting its multiplier effect where every N1 spent on advertising generates N16.5 in economic activity.
“Advertising has long been a driver of economic growth, a connector of brands and people, and a storyteller for our society’s aspirations,” Idris said.
Idris noted the transformative impact of technology on advertising, underscoring how digital tools like artificial intelligence, big data, and social media have revolutionized brand engagement and consumer reach.
He hailed the introduction of scientific audience measurement systems as pivotal for delivering accurate data crucial to strategic campaign planning.
However, the minister warned of accompanying challenges, including data privacy, cybersecurity, and the risk of misinformation.
He stressed the government’s commitment to implementing policies that protect both consumers and businesses, fostering a digital ecosystem defined by trust and accountability.
The minister highlighted the dynamic and discerning nature of the Nigerian audience, which demands representation, authenticity, and social responsibility from brands.
He called for advertisers to embrace cultural diversity and promote messages that resonate across various demographics.
Idris also pointed to the growing importance of local content, noting that the Ministry of Information and National Orientation is committed to creating an environment conducive to the growth of Nigerian creatives and content producers.
“Our industry must embrace these shifts, celebrating our culture in all its diversity while setting standards for responsible communication,” Idris urged.
The minister urged advertisers to leverage their platforms to support and amplify the government’s reform agenda, which aims to build a prosperous, stable, and investor-friendly Nigeria.
“Through creative and strategic messaging, advertisers have the power to inspire confidence in the progress being made,” he said, stressing the importance of collaboration between the government and industry stakeholders.
Idris concluded by encouraging attendees to use the conference as a springboard for innovation, partnerships, and strategic thinking that would propel the Nigerian advertising industry to new heights in the coming years.
“Together, we can ensure that Nigeria remains at the forefront of this evolving landscape, a beacon of creativity, cultural richness, and technological progress,” he affirmed.