The Federal Government through the Minister of Information and National Orientation, Mohammed Idris, has identified technological advancement, creativity and professional innovation as key factors that will shape the future of Nigeria’s advertising and marketing communications industry.
Idris said the industry must embrace emerging technologies, improve professional standards and develop creative solutions to strengthen its competitiveness both locally and internationally.
The minister made this known on Thursday at the 2026 National Advertising Conference held in Abuja, where he was represented by the Permanent Secretary of the Federal Ministry of Information and National Orientation, Dr Binyerem C. Ukaire.
The conference, themed 'Repositioning the Marketing Communications Industry for the Next Frontier', brought together industry professionals, government officials, regulators, media executives and other stakeholders to discuss strategies for sustainable growth and innovation.
In his address, Idris praised the Advertising Regulatory Council of Nigeria, ARCON, for providing a platform where advertisers, advertising agencies and media organisations could exchange ideas and address challenges confronting the sector.
He observed that artificial intelligence, evolving consumer preferences and the increasing integration of traditional and digital media were rapidly changing the marketing communications landscape.
According to him, the industry must adapt to these developments by promoting innovation while remaining committed to professionalism and consumer protection.
“The next frontier must be about building an industry that is innovative, responsible and capable of responding to the needs of Nigerian consumers,” the minister stated.
Idris also identified the Federal Government’s National Artificial Intelligence Strategy as an important framework for encouraging the responsible application of emerging technologies.
He explained that artificial intelligence could improve audience research, content production, advertising campaign planning and performance measurement.
However, he warned that the adoption of AI must be accompanied by safeguards against misinformation, copyright violations, breaches of consumer privacy and a lack of accountability.
“Our task, therefore, is to encourage innovation while ensuring that technology is deployed responsibly,” he said.
The minister further stressed the importance of the Nigerian Data Protection Act 2023 and the ARCON Act 2022 in protecting consumers, ensuring transparency and upholding professional standards within the industry.
He urged ARCON to strengthen its regulatory framework to address emerging areas such as digital advertising, influencer marketing and AI-generated content.
Idris maintained that public confidence remained essential to the success of the advertising business, noting that consumer trust must be protected as the industry evolves.
“Trust is one of the most valuable assets in marketing communications,” he emphasised.
He also described advertising as an important pillar of Nigeria’s creative economy, pointing out that the sector supports job creation, investment and economic activities across broadcasting, entertainment, technology and other creative industries.
With opportunities emerging through the African Continental Free Trade Area, AfCFTA, he called on industry players to invest more in local talent, strengthen professional capacity and produce creative content capable of competing in international markets.
“The future of marketing communications will belong to industries that combine technology with human creativity, commercial success with professional ethics, and innovation with responsibility,” Idris added.
Meanwhile, the Director-General of ARCON, Dr Olalekan Fadolapo, urged stakeholders to take deliberate steps towards positioning Nigeria’s advertising industry to benefit from technological advancements and expand its contribution to the national economy.
Citing a study by PwC, Fadolapo disclosed that every N1 invested in marketing communications generates an estimated N16.50 contribution to Nigeria’s Gross Domestic Product, GDP.
He said the industry must remain open to technological developments without compromising the creativity, expertise and ethical standards required for effective advertising.
“We must embrace emerging technology while preserving the creativity and professional standards that remain at the heart of effective marketing communication,” he said.
Similarly, the Director-General of the National Broadcasting Commission, NBC, Dr Charles Ebuebu, who represented the heads of agencies under the Ministry, called for improved audience measurement systems, reliable broadcasting data and stronger cooperation among regulators, advertisers and media organisations.
Ebuebu noted that technology alone was insufficient to guarantee accurate industry data, stressing the importance of credible research methods and independent verification.
“Technology supplies data. Sound methodology and independent assurance give it value,” he stated.
Technology, creativity will drive growth of Nigeria’s advertising industry - FG