Regulators extend collaborative hand to OAAN to foster business growth and value creation
By Abimbola Mohammed
The Advertising Regulatory Council of Nigeria (ARCON), Lagos State Signage and Advertising Agency (LASSA), and Oyo State Signage Advertising Agency (OYSAA) have assured the Out-of-Home Advertising Association of Nigeria (OAAN) of a collaborative relationship to build a better business relationship and enhance creative value for all stakeholders.
They made the call at the just-concluded 39th Annual General Meeting (AGM) of OAAN held in Ibadan with the theme: “Redefining Out-of-Home Media: Practice, Business, and Value Creation.”
In their goodwill remarks, each of the regulators noted that the Out-of-Home industry creates job opportunities, brings innovation, sustainability, and billions of Naira investment to the economy.
In a speech by Dr. Lekan Fadolapo, DG ARCON, delivered by Hadiza Bello, ARCON Ibadan Zonal Head, noted that for the past 39 years, OAAN has impacted lives in Nigeria, created thousands of jobs, beautified the environment, and contributed to the economic growth of the country.
“The Out-of-Home Advertising Association of Nigeria has redefined the practice of the out-of-home sector in Nigeria by setting operational guidelines and standards that its members have abided by, helping to strategize and position it to what it is today.”
“From humble beginnings with static boards, the association’s businesses, previously measured in thousands, have grown in leaps and bounds, bringing innovations, sustainability, and excellence to what we have today – billions of Naira in investments, all through the sheer willpower, determination, and grit of its members.”
OAAN has also created consistent value in the last 39 years; accolades go to those who started it, and kudos to those who have taken over the mantle, she said.
On his part, Prince Fatiu Akiolu, Managing Director, LASAA, represented by the Strategy and Comms. Director, Temitope Akande, said theme of this year’s AGM could not have been more apt. “We are in an era where the confluence of technology, creativity, and strategic collaboration is redefining how we perceive, practice, and profit from OOH media.”
He added that the theme challenges us to rethink our approaches, enhance our operations, and work collectively towards creating greater value for all stakeholders involved.
“As the regulatory body entrusted with the oversight of outdoor advertising in Lagos State, LASAA plays a pivotal role in shaping the landscape of our industry. Our mandate is not just to regulate but to facilitate an environment where innovation thrives, businesses grow, and value is continuously created. We recognize that the success of OOH media hinges on a delicate balance between creativity and compliance, between innovation and regulation. It is within this balance that true synergy lies.”
To achieve this synergy, it is imperative that the OOH industry and LASAA work closely together, fostering a partnership grounded in mutual respect, transparency, and a shared vision for growth. I believe there are several key areas where we can enhance our collaboration.”
He highlighted the key areas as Streamlining Regulatory Processes, Promoting Compliance Through Collaboration, Leveraging Technology and Data, Fostering Innovation and Building Public Trust.
“In conclusion, I want to reiterate LASAA’s commitment to working hand-in-hand with OAAN and all industry stakeholders to redefine the future of out-of-home media. Together, we can create a vibrant, dynamic, and sustainable industry that not only meets the needs of today but is also poised to seize the opportunities of tomorrow.”
Oludolapo Eso-Ajanaku, Director-General of OYSAA, in his goodwill message, noted that Oyo State is committed to ease of doing business.
His words: “Oyo State is committed to ease of doing business, which is why we are creating a vibrant economic landscape here.”
“To improve the Out-of-Home advertising space in Ibadan, the governor and agencies are committed to decluttering billboards, creating an open and clear landscape that highlights the beauty and aesthetics of the state.”
He assured practitioners that in the near future, they will see enumeration campaigns of billboards, allowing the state to know its assets and the owners of other assets, which will curb illegal erection of billboards by charlatans.
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