The Association of Advertising Agencies of Nigeria (AAAN) has highlighted crucial steps needed to drive sustainable growth in Nigeria’s ₦605.2 billion advertising industry, projecting expansion to nearly ₦900 billion by 2028 under the right policy environment.
Speaking at the association’s annual meeting in Ibadan themed “Charting Bold Paths Forward”, AAAN President, Lanre Adisa, said the industry’s full potential can only be realised through bold reforms, strategic partnerships, and renewed government support.
Key among the recommendations is the immediate inauguration of a governing council for the advertising sector — the Advertising Regulatory Council of Nigeria (ARCON) — which has been dormant for over a decade.
Adisa emphasized that government agencies must also begin engaging qualified advertising professionals for the execution of communication-related projects, to ensure quality and consistency in national campaigns.
“Charting bold paths forward is more than just a theme,” Adisa said. “It is a rallying call for transformative thinking, and a challenge to embrace innovation, technology, and collaboration across both public and private sectors.”
The Nigerian advertising industry, which accounted for ₦605.2 billion in total marketing communications spend in 2023, currently contributes around 1.08% to the country’s GDP. AAAN believes this contribution can increase significantly with the adoption of digital tools, policy reforms, and a more inclusive regulatory framework.
