Nigeria’s Advertising Industry Poised For Growth Through Technology, Creativity – Minister

The Minister of Information and National Orientation, Mohammed Idris, has identified technology, creativity and professional innovation as key drivers of growth and global competitiveness in Nigeria’s advertising and marketing communications industry.

Idris stated this at the 2026 National Advertising Conference in Abuja, themed: “Repositioning the Marketing Communications Industry for the Next Frontier.”

The minister, who was represented by the Permanent Secretary of the Federal Ministry of Information and National Orientation, Dr. Binyerem C. Ukaire, said emerging technologies, particularly artificial intelligence (AI), alongside changing consumer behaviour and the convergence of traditional and digital media, were transforming the advertising industry.

He commended the Advertising Regulatory Council of Nigeria (ARCON) for providing a platform for engagement among advertisers, advertising agencies and media organisations.

“The next frontier must be about building an industry that is innovative, responsible and capable of responding to the needs of Nigerian consumers,” he said.

Idris highlighted the federal government’s National Artificial Intelligence Strategy as a framework for responsible technology adoption, noting that AI could improve audience analysis, content development, campaign planning and performance measurement.

He, however, cautioned that the adoption of AI must be accompanied by measures to address concerns relating to authenticity, intellectual property, consumer privacy and accountability.

“Our task, therefore, is to encourage innovation while ensuring that technology is deployed responsibly,” he said.

The minister also stressed the importance of the Nigerian Data Protection Act 2023 and the ARCON Act 2022 in protecting consumers, promoting transparency and maintaining professional standards.

He urged ARCON to develop practical regulatory approaches to digital advertising, influencer marketing and AI-generated content, emphasising that public confidence remained essential to the industry’s growth.

“Trust is one of the most valuable assets in marketing communications,” he said.

Describing advertising as a major driver of Nigeria’s creative economy, Idris said the industry supports employment and investment across the media, entertainment, technology and other creative sectors.

He also identified opportunities under the African Continental Free Trade Area (AfCFTA), calling for increased investment in local talent, professional capacity development and internationally competitive content.

“The future of marketing communications will belong to industries that combine technology with human creativity, commercial success with professional ethics, and innovation with responsibility,” he said.

Earlier, the director-general of ARCON, Dr. Olalekan Fadolapo, said the industry must deliberately position itself to harness emerging technologies, expand its economic contributions and strengthen its global competitiveness.

Citing a PwC study, Fadolapo disclosed that every ₦1 spent on marketing communications generates an estimated ₦16.50 in Nigeria’s Gross Domestic Product (GDP).

He urged industry stakeholders to embrace technological advancements without compromising creativity and professional standards.

“We must embrace emerging technology while preserving the creativity and professional standards that remain at the heart of effective marketing communication,” he said.

Also speaking, the director-general of the National Broadcasting Commission (NBC), Dr. Charles Ebuebu, who represented the Directors-General of agencies under the Ministry, called for credible audience measurement, improved broadcasting data and stronger collaboration among regulators, advertisers and media organisations.

He stressed the need for reliable data and independent verification to strengthen decision-making in the broadcasting and advertising sectors.

“Technology supplies data. Sound methodology and independent assurance give it value,” he said.

The conference brought together advertising and marketing communications professionals, regulators, government officials, heads of sectoral groups, media executives and other industry stakeholders to discuss opportunities for innovation, collaboration and sustainable growth in Nigeria’s advertising industry.