Technology, Creativity to Drive Growth of Nigeria’s Advertising Industry – Idris
Oru Leonard
The Minister of Information and National Orientation, Mohammed Idris, has identified technology, creativity and professional innovation as critical drivers of growth and global competitiveness in Nigeria’s advertising and marketing communications industry.
Idris stated this on Thursday in Abuja at the 2026 National Advertising Conference, 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), were reshaping advertising practices, consumer behaviour and the relationship between traditional and digital media.
He commended the Advertising Regulatory Council of Nigeria (ARCON) for providing a platform for engagement among advertisers, advertising agencies and media organisations, stressing the need for an innovative, responsible and consumer-focused industry.
According to him, the Federal Government’s National Artificial Intelligence Strategy provides a framework for responsible technology adoption, with AI offering opportunities to improve audience analysis, content development, campaign planning and performance measurement.
However, he cautioned that the growing adoption of AI must be accompanied by safeguards against misinformation, intellectual property violations, privacy breaches and concerns over accountability.
“Our task, therefore, is to encourage innovation while ensuring that technology is deployed responsibly,” he said.
Idris also emphasised the importance of the Nigerian Data Protection Act 2023 and the ARCON Act 2022 in protecting consumers, promoting transparency and strengthening professional standards.
He urged ARCON to develop practical regulatory frameworks for digital advertising, influencer marketing and AI-generated content, noting that public confidence remains essential to the industry’s sustainability.
The Minister further described advertising as a major contributor to Nigeria’s creative economy, with significant potential to generate employment and attract investments across the media, entertainment, technology and other creative sectors.
He called for increased investment in local talents, professional development and internationally competitive content to enable Nigeria to maximise opportunities under the African Continental Free Trade Area (AfCFTA).
“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 stated.
Earlier, the Director-General of ARCON, Dr. Olalekan Fadolapo, challenged industry stakeholders to strategically position the sector 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 contribution to Nigeria’s Gross Domestic Product (GDP).
He maintained that embracing technological advancements must not come at the expense of 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 heads of agencies under the Ministry, advocated credible audience measurement systems, improved broadcasting data and stronger collaboration among regulators, advertisers and media organisations.
According to him, reliable data and independent verification are essential for effective decision-making and accountability in the broadcasting and advertising sectors.
“Technology supplies data. Sound methodology and independent assurance give it value,” Ebuebu said.
The 2026 National Advertising Conference attracted advertising and marketing communications professionals, regulators, government officials, media executives, heads of sectoral groups and other industry stakeholders to deliberate on innovation, collaboration and sustainable growth in Nigeria’s advertising industry.
Cover Photo Caption: The Permanent Secretary, Federal Ministry of Information and National Orientation, Dr. Binyerem C. Ukaire, FWACS, representing the Honourable Minister of Information and National Orientation, Mohammed Idris, fnipr, joined the Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Olalekan Fadolapo; President and Chief Executive Officer of the Global Alliance for Public Relations and Communication Management, Prof. Justin Green; the Director-General of the National Broadcasting Commission (NBC), Mr. Charles Ebuebu; the Director-General of the News Agency of Nigeria (NAN), Ali .M. Ali; the Executive Secretary of the Nigerian Press Council, Dr. Dili Ezughah; and other dignitaries at the National Advertising Conference 2026 on November 12, 2026, in Abuja.
Photo Credit: FMINO
