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Tag: Advertising

  • Stakeholders mull strict compliance to advertising codes, ethics

    Stakeholders mull strict compliance to advertising codes, ethics

    • As ARCON goes tough on violators

    Apparently miffed by the increasing spate of violations of the advertising codes and ethics, the Advertising Standards Panel (ASP), a statutory body under the Advertising Regulatory Council of Nigeria (ARCON), responsible for vetting advertisements and ensuring compliance with existing laws and ethics of the profession, has cleared the air on the modalities and processes in the vetting of advertisements and marketing communication materials targeted at the Nigerian market and consumers.

    The Chairman of the ASP, Dr. Emmanuel Agu, gave the clarification at the ASP Stakeholders’ Forum in Lagos, recently.

    The event, organised by the Panel in collaboration with ARCON, was a gathering of leaders in the advertising ecosystem, including the immediate past Chairman of ARCON and Group CEO of SO&U, Udem Ufot; Chairman of HASG and President of AAAN, Lanre Adisa,  President of EXMAN, Tolu Medebem, and many others.

    According to Dr. Agu, in his presentation titled: ‘Advertising Stands Panel and Statutory Responsibilities,’ the vetting process begins with the submission of ad materials to ASP and payment to ARCON while the ASP evaluates the material for compliance with ARCON Code of Advertising. Thereafter, the Panel examines the content side of the material, cross-checking if the language, images, health claims, etc., comply with the principles enshrined in the Code of Advertising as well as consideration of social, cultural, and religious sensitivity of the society.

    The next step, according to the Chairman, is feedback and modification where necessary, and then final approval or rejection with reasons.

    He explained that ASP’s scope covers TV, radio, print, digital, labels and packaging, outdoor advertising and influencer marketing, noting that vetting exceptions are applicable to vacancies, notices, financial statements, obituaries and immemorial advertising.

    Detailing the specifics, the ASP boss said the areas of focus for vetting include truthfulness and substantiation of claims; avoidance of offensive or discriminatory material; and exaggerations and superlatives.

    The ASP also examines the material for compliance with laws (e.g., health, finance, food, and drug regulations); protection of children and vulnerable groups; and if there is price display – advertisements must display prices in Nigerian currency (Naira).

    Among the things looked at is the use of models. Specifically, models used in advertisements must be Nigerians, except where the concept requires non-Nigerians, in which case a waiver is obtained from the DG of ARCON after due payment is made.

    Dr. Agu said the Panel screens the materials for particular violations such as false or misleading claims, offensive or indecent imagery, discrimination or hate speech, unsubstantiated medical or health claims, and unauthorised use of trademarks or personalities.

    On its ability to enforce compliance, the “ASP can refuse advertisement/advertising clearance, issue withdrawal notices, recommend legal actions, and recommend unresolved infractions to Advertising Offences Tribunal (AOT),” he revealed.

    Read Also: Advertising tribunal issues bench warrant against Aero Contractors’ boss, Sanusi

    The ASP has four options to use as penalties for non-compliance. It can request for withdrawal or ban of the advertisement, fine and sanction erring advertisers and agencies, recommend the suspension of license or operating permit and order public retractions and apologies.

    The Chairman also spoke on the impact of the Panel on the ecosystem and its role in protecting the consumer and promoting fair competition; as well as requirements in specific sector regulations with emphasis on alcohol and tobacco, pharmaceuticals and medical, political advertising, and financial products and services.

    He also delved into the challenges of modern advertising oversight such as rapid evolution of digital and influencer advertising, monitoring cross-border content, monitoring the informal sector and balancing freedom of expression and public interest.

    The presentation further examined emerging opportunities for the ASP with emphasis on AI-assisted vetting, digital frameworks, stakeholder engagement and improving transparency and accountability.

    Other speakers at the event were Lanre Adisa, who spoke on Regulatory Compliance: Expectations of Stakeholders from ARCON, Barr. Charles Odenigbo, DG, Centre for Media Studies; who spoke on Advertising Regulatory Framework: What the Law Says; and Joe-Eugene Onuorah, ARCON Director of Regulations. His presentation was titled: Expectations of ARCON from Advertising Stakeholders.

  • Advertising tribunal issues bench warrant against Aero Contractors’ boss, Sanusi

    Advertising tribunal issues bench warrant against Aero Contractors’ boss, Sanusi

    The Advertising Offences Tribunal (AOT) has issued a bench warrant for the arrest of Captain Ado Sanusi, the Managing Director of Aero Contractors Company of Nigeria Limited, for failing to appear before the tribunal in an ongoing case concerning alleged violations of Nigerian advertising laws.

    The Advertising Regulatory Council of Nigeria (ARCON)  filed a 22-count charge against Captain Sanusi and Aero Contractors, accusing them of exposing advertisements targeted at the Nigerian market without obtaining the necessary approval from the Advertising Standards Panel (ASP). This, according to ARCON, contravenes established Nigerian advertising regulations.

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    The case was initially scheduled for hearing on February 26, 2025. However, during the proceedings, Captain Sanusi was absent, prompting his legal representatives to assure the tribunal of his presence at the next hearing while also pleading for leniency. Despite these assurances, the defendant failed to appear on the adjourned date.

    Given Captain Sanusi’s continued absence, the Advertising Offences Tribunal, in line with its mandate to enforce compliance with advertising regulations, issued a bench warrant for his arrest.

    The tribunal has ordered that he be presented at its next sitting, scheduled for May 8, 2025.

    Further updates on the case are expected following the tribunal’s next session in May.

  • Advertising: A vote for structured regulation

    Advertising: A vote for structured regulation

    • By Soji Akinremi

    I was intrigued by some of the perspectives shared by accomplished journalist and former presidential spokesman, Mr. Segun Adeniyi, in The Verdict, his weekly column in the 6 February edition of ThisDay.

    Of particular interest to me was the section of the article portraying the Advertising Regulatory Council of Nigeria (ARCON) as a barrier to entrepreneurship, stopping just short of likening ARCON to the Third Reich due to the extent of its regulatory powers over Advertising messages.

    Many would likely come to a similarly unflattering conclusion after reading the story presented in the article, and they would have a reason for their judgment. A friend of the writer’s received a letter from ARCON demanding a payment of N1 million as a fine imposed for promoting her restaurant without obtaining the required vetting approval certificate from the Advertising Standards Panel. The letter also stated that any promotional attempts must be communicated to ARCON before publication.

    There was, commendably, no hint, however subtle, that ARCON used powers it does not have. Article 148 (b) of the ARCON Act 2022 stipulates pre-vetting and it was in the exercise of that power that it sought to penalize “call this place (the restaurant) for food,” which was the message it deemed as advertising.

    The conclusion reached was that the matter should not fall under the jurisdiction of the law, a situation that was further escalated by another demand notice from ARCON, requesting N1 million from an individual unconnected to the restauranteur. This demand was made for posting about the restaurant on TikTok, which, along with Instagram, is the preferred platform for food vendors.

    Also of interest is the article’s dim view of the expansion of ARCON’s jurisdiction to promotional messages by influencers, bloggers, comedians, skit makers and brand owners. If I ran a business in areas under ARCON’s oversight or preferred an ethics-free trade zone, which Nigerians love to bits, I would feel uneasy like the restauranteur and I would feel justified.

    The article’s view of the advertising regulatory framework, which it described as “ridiculous and dangerous”, and as one of the useless laws made by the National Assembly appears to be a vote for a return to the ethics-free trade zone.

    I want to believe that it was a nod innocently given, not agenda-driven.

    Innocence, however, offers no shield against exploitation by the unscrupulous or even those genuinely persuaded that they offer solutions. What can help is regulation, the type the advertising regulatory framework was developed to do.

    Social media platforms, for example, are crawling with medically unqualified influencers – many with millions of followers- exploiting the absence of easy medical solutions by posing as experts and selling fake cures for cancer, stroke, fibroids, hypertension and diabetes, hair fall and sexual wellness among others. The messages, which make extravagant claims of complete reversal of terminal conditions, have duped people of their money and well-being.

    Often, this is done through the creation of fake social media pages and profiles devoted to the circulation of unscientific treatment solutions, magical remedies and panacea for terminal illnesses. Video testimonies, often manipulated ads, in the form of real incidents are a major tool used to canvas customers searching for alternative treatment options.

    What this convinces me of is that the field cannot be left to every Tom, Dick or Harry whether he is a restauranteur, mixologist, financial service provider, health and wellness-focused entity or property company. A responsible society protects consumers from false information and, misleading claims, financial scams, and messages capable of compromising public health. The existence of regulatory frameworks worldwide ensures that advertising messages are accurate, transparent, and developed with consumer safety in mind. The notion that regulation hinders entrepreneurship and job creation is not only misguided but also perilous, reminiscent of the discussions surrounding commercial motorcyclists AKA Okada Riders. In their defense against threats of an outright ban or restriction, sympathizers argue that their right to earn a living must not be curtailed.

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     Supporters argue that, given the harsh economic situation, riders should not be banned or restricted to prevent them from resorting to crime. While the arguments are not invalid, we cannot take the right to earn a living as one that includes the right to endanger passengers, causing injury or worse. That the economy is harsh and people need to be encouraged to do honest work cannot be a licence to daredevilry that often yields grotesque outcomes.

    Globally, ethical advertising frameworks are considered essential for consumer trust, market stability, and economic growth. Nigeria, with its dizzying socio-cultural diversity, is at higher risk of advertising without structured regulation. Nearly three years ago, the Sterling Bank Easter advertising campaign drew a controversial comparison between Jesus rising from the grave and the in-oven rising of “Agege Bread”. This comparison nearly sparked an explosion of sectarian outrage across the country. Fortunately, the situation was defused thanks to the intervention of ARCON, which insisted on the removal of the offensive imagery.

    Last year, similar emotions were stirred, also around Easter, by a Federal Inland Revenue Service ad campaign (“Christ Paid for Sins, Not Taxes”). This also had to be withdrawn to forestall an eruption of public outrage.

    The real estate sector has been a happy hunting ground for many a scam artist, abetted, perhaps innocently, by big-time influencers, who endorse the false investment prospectus of shady real estate companies. 

    Without regulation, scam artists will be happily skipping around town, while those whose money they would have taken will be next door to poverty.

    We love to tout “saner climes” as places of limitless freedom. That does not apply to advertising. The United States’ Federal Trade Commission (FTC) is strict in its enforcement of fidelity in advertising. Three years ago, the U.S. Securities and Exchange Commission (SEC) slammed a fine of $1.26 million on Kim Kardashian for promoting a cryptocurrency token on Instagram without due process and a disclosure that she had been paid the sum of $250,000 for the gig. The U.S. Food and Drug Administration (FDA) insists on pre-clearance for medical advertisements to protect consumers from medications without scientific validation, a system credited with preventing the exposure of 45 misleading drug advertisements to the public. Lives and organs have been saved, without a doubt.

      I believe, that the suggestion that ARCON imposes a blanket ₦1 million fine for a breach of its framework, thereby putting small businesses under enormous strain, is an honest misunderstanding of what obtains. The vetting fee is ₦15,000, which covers the administrative costs of reviewing advertising content. The ₦1 million fine is only imposed on those who deliberately violate regulations. This is intended to serve as a deterrent, not a standard charge. Also, it is not something you do not find in other climes Those in breach of advertising regulations in the UK expose themselves to fines that could be as high as £500,000. In the U.S., a breach could invite a multimillion-dollar fine. In both countries, the message is the same: compliance attracts a minimal cost, while a breach can cause a nosebleed in terms of a fine.

    The article’s assertion that industry players have been ambushed seems to arise from a lack of understanding regarding engagement efforts with stakeholders—such as influencers, SMEs, agencies, and the public—on compliance requirements.

    The regulations are not perfect. Not many, if any, are. A stronger campaign, in my view, should be that ARCON, whose tribunal is immune from litigation, should not be the complainant, prosecutor and judge in a matter in which it is heavily invested.

    •Akinremi writes from Lagos.

  • How to unlock advertising potential, by experts

    How to unlock advertising potential, by experts

    In the fast-paced world of digital transformation, adapting to the evolving landscape requires collaboration and innovation. As Nigerian brands embrace digitalisation and digital advertising, experts emphasise the importance of safeguarding user privacy and attention while preparing publishers and brands for the current digital paradigm shift, ANNE AGBI reports

    The ever-evolving landscape of digital advertising demands not only keeping pace with trends but also understanding the audience’s pulse. As Nigeria embraces digitalisation, the key lies in comprehending the audience, exploring innovative solutions and preparing for a future where the digital landscape is more interconnected and accessible than ever before, all while respecting privacy. This shift has led various digital platforms to focus on increasing internet penetration and expanding the digital footprint in Nigeria. They are curating unique targeting options and creative advertising formats, such as gamification and dynamic adverts, positioning themselves at the forefront of providing solutions that address the sector’s needs.

    Global advertising technology company, Eskimi, in a seminar held at Radisson, Ikeja Lagos, highlighted key trends and challenges in the digital advertising ecosystem. The seminar, whose theme was “AdTech Trends; Evolving Digital Identity and Capturing Attention,” explored trends in AdTech and how they can be maximised. The digital advertising landscape in Nigeria is undergoing rapid transformation, presenting challenges and opportunities for brands and advertisers. At the forefront of these changes in 2024 is the impending deprecation of cookies, particularly notable with Google’s plan to eliminate them by the end of the year.

    According to the facilitators, Google has already deprecated one per cent of cookies in the first quarter of 2024, prompting the exploration of alternative ID solutions such as Id5, Prebid and UID 2.0 to maintain targeted advertising while safeguarding user privacy. Also discussed was the shrinking attention span of digital users, attributed to the prevalence of bite-sized content on various social media platforms.  To combat this, brands were urged to be proactive and innovative and to increasingly explore creative innovations while expanding into new advertising channels such as audio platforms as well as connected TV (CTV).

    Brands were also urged to prioritise attention metrics to gauge the effectiveness of their ads, track user engagement and improve ad performance over time. It was also emphasised that while measuring attention metrics is crucial, it does not compromise user privacy. The data is aggregated to analyse audience behaviour and improve advertising strategies, ensuring that brands can effectively engage with their target audience in a privacy-conscious manner.

    Eskimi Business Development Director, Vita Garifulina, said: “We looked at cookie-less environments, which is beginning next year because it has a lot to do with targeting and people’s data in digital advertising. We also explored attention which is very important because we are exposed to quite a lot of ads online and how brands should utilise their budget to get customer’s attention. Also explored were creative innovations which are also important because they are concerned with grabbing users’ attention.”

    Garifulina said the event provides users the opportunity to get drowned in thousands of ads daily. That is why we always want to help our clients and partners to utilise their marketing budget respectively which brings us to effective marketing strength. “I have worked with Nigerian brands and agencies for 12 years now and I can say it’s evolving quite quickly. When we started everyone said they just wanted a traditional mode of advertising with billboards, radio, etc. It took us some time to convince them on how digital is better than traditional media buying. I think that Nigeria has a very progressive market; people are bold and open to innovation. Some of the creative formats we have are very bold and Nigerian brands are not afraid to experiment and follow global trends,” she said.

    She advised brands to be more open to experiments while emphasizing the importance of continuous learning, following global trends and bringing it to the local market. “If brands understand the importance of data and creative innovations, they learn and follow some global environment and digital programmatic advertising; everything is going to be fine. Although a lot of people are beginning to get certifications, traveling and studying. I think the market is quite good if we don’t talk about the economic situation,” she said.

    Senior Account Manager of Eskimi for West and Central Africa, Tayo Adediwura, noted that the depreciation of cookies has been an ongoing conversation for about three, or four years now and it has come to a head in 2024 when some of the plans that Google has to deprecate cookies have finally been actualised and will be out totally by the end of the year.

    He said: “In the first quarter of this year, Google already deprecated one per cent of cookies. We recently started testing out the Google Privacy sandbox. There’s also the rise of alternative ID solutions such as ID five, Prebid, and UID 2.0. Everybody just tries to solve the problem of privacy or make sure that we can continue running advertising campaigns programmatically, without basically opening up people to privacy issues, having people steal their data, or being tracked in a very unconventional or spooky way.”

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    He encouraged brands to be more innovative and look to explore more creative innovations and channels because there are a lot more other channels where users are a bit more attentive than the other and then explore measuring attention so that they can improve on those metrics outside of whatever metrics they have been collecting in the past.

    Adediwura said: “In trying to command users’ attention, knowing that they have an average of about three seconds to register whatever is being communicated to them, brands have started exploring more options such as adding creative innovations that are big and intrusive because smaller formats for advertising don’t work as they used to.

    “Brands have also started exploring more channels. We see people advertising on audio channels and it’s because attention on these platforms is a bit higher because people are listening to music, thereby taking advantage of their ears, they have their earplugs. There’s also connected television CTV, where you can reach people via TVs or Smart TV consoles, their game consoles and others.

    “Brands are also looking to measure attention metrics outside of the regular advertising metrics that we’re measuring. One of the ways Eskimi is prioritising attention metrics is in collaboration with Lumen. “So, one can track people’s eyeballs when they are looking at your ads, how long they were looking at your ads and what they were looking for. It’s very interesting because the reason they are collecting these metrics is so that they can improve on them.”

    He further encouraged brands to evolve with the trends and understand them because doing so can help them become confident in coming up with solutions and innovations. He noted that digitally, Nigeria still has a long way to go in terms of patronising channels, which he said results from many Nigerians not owning smart TVs.

    Eskimi’s Creative Director, Jevgenij Piliusin, enlightened the participants on how to use creativities to boost the attention of users in digital environments. He advised huge brands to pay more attention to gamification as a way of gaining attention while smaller brands were advised to focus on simpler ways and not deep user interactions.

    According to Digital Media Manager of TBWA concepts, Biose Isichei, running an advertising agency in Nigeria has its highs and lows seeing that, in the early days, the adoption of traditional advertising means such as radio, TV and others have been used for advertisement but currently a lot of technology has been implemented to improve how marketing and communications are for brands. “We need to be innovative in terms of how we provide our services. Part of what we do is leverage technology in the advertising industry effectively to deliver the best to our clients. It’s a win-win for us, I must say.

    “If you look at how ads have been done in newspapers, video TV commercials, the social media ads. YouTube ads, we also have programmatic ads, which is where Eskimi comes in on how they have been able to diversify the rates at which ads are been executed. From the high-impact ads to the takeover banners to the Google cookies which are about to be changed. We learned a lot. It is also a pointer for us in the advertising industry on how we need to approach new ways of doing our creatives.

    “Eskimi has been able to up their game in that aspect and we are looking at doing the same in our agency because we are beginning to see the need for programmers doing creatives for agencies and leveraging on technological tools effectively to get the best results,” Isichei said.

    The Team Lead of Felfo Digital, Tunde Ojo expressed his satisfaction with the outcome of the event, stating that it was a very good initiative by Eskimi to get everyone on board with the evolving trend around users’ identity and how best to catch the attention of the audience as regards brand-related campaigns. He said: “We needed to understand that for every trend, there has to be some sorts of tool or evolving technology that will help brands understand how to better manage their audience identity. I work with a marketing agency and I can say for a fact that some of the tools or technology that Eskimi has developed would help.”

    The Digital Marketing Manager of Hala Bets, Abiola Adeniyi said: “We talked about identifying digital advertising trends and just from what we learned today, we are already looking at how we can implement the different methods, strategies, and creatives to optimise future advertising campaigns. The floating ad, for example, is a very interesting concept which we can use. Maybe when our users are on the sports site, a floating ad could pop up, giving them details about the game they are looking at, and pulling them to our website. We are also going to look at the other high-impact adverts, and technologies we were shown and pick the ones that suit us.”

    Continuous learning and adaptation are paramount in this dynamic landscape. Brands must stay abreast of global trends, experiment with new ideas, and remain open to innovations to stay competitive. By addressing these challenges and implementing innovative solutions, brands can navigate the evolving digital advertising ecosystem in Nigeria effectively, optimising their campaigns for better engagement and results.

  • Advertising Industry sees major shift with latest acquisition

    Advertising Industry sees major shift with latest acquisition

    Upspeed Management Limited recently announced the strategic acquisition of Intech Ads Network, signalling a major move towards expanding its reach and services in the advertising industry. The acquisition aligns with Upspeed’s broader goals of growth and serving a global audience.

    With the rebranding to Upspeed Ads Network, clients and partners can expect a range of improvements and enhancements. For publishers, there’s an increased earning capacity with higher targeted ads displayed on their websites, enabling them to monetise various types of traffic effectively.

    Read Also: Advertising industry reform and the nation’s economy

    According to the CEO, Sanya Aduragbemi, advertisers will benefit from an improved user interface (UI) design for easy tracking of results and conversions.

  • How ASP is promoting responsible advertising in Nigeria

    How ASP is promoting responsible advertising in Nigeria

    The Advertising Standards Panel (ASP), a statutory organ of the Advertising Regulatory Council of Nigeria (ARCON), has announced that it will be hosting a Stakeholders’ Forum on Thursday, April 25, 2024.

    The forum, themed “Promoting Responsible Advertising in Nigeria,” aims to bring together professionals from across the advertising and marketing communication industry.

    The event which will take place at the Sheba Event Centre, 20 Mobolaji Bank Anthony Way, Ikeja, Lagos, is expected to serve as an industry-wide gathering, with attendees expected to include representatives from Advertising Sectoral Groups, Digital Space Owners and Providers, Capital Market Operators, Trado-Medicals, Real Estate Practitioners, Content Creators, Skit Makers, Hospitals, and Educational Institutions, among others.

    It is also expected to provide a platform for stakeholders to discuss critical issues surrounding ethical advertising practices, penalties for engaging in unwholesome advertising activities, and the challenges and benefits of complying with the law.

    This was made known in a press statement signed by Martha Ugbomma Onyebuchi, Director of Regulations at ARCON, copying its Director-General, Dr. Olalekan Fadolapo.

    Read Also: Tunji Olugbodi: Advertising guru at 60

    She stated, “The Advertising Standards Panel recognises the importance of fostering responsible advertising practices in Nigeria. This Stakeholders’ Forum is an opportunity for industry players to come together, share insights, and collectively work towards upholding the highest standards in the marketing communication sector.”

    One of the key topics to be addressed at the forum is the issue of exposing advertisements without presenting the materials for statutory vetting and approval by the Advertising Standards Panel. The event will also delve into the penalties for such violations, as well as the overall benefits of obeying the law.

    She added that attendance is free, and industry professionals are encouraged to register and participate in the important event.

    “We believe that by bringing together the various stakeholders, we can foster open dialogue, address challenges, and ultimately promote responsible advertising practices that benefit both businesses and consumers in Nigeria,” Onyebuchi concluded.

  • Advertising firm redesigns logo

    Advertising firm redesigns logo

    Advertising Coy, LightInc, also known as Lightstaff Solutions LTD, with operations in Nigeria and the United States of America, has rebranded its company’s logo in a move to mark a paradigm shift in Nigeria’s advertising ecosystem with spark of innovation, discoveries and creative brilliance in the advertising landscape.

     The company  said that the transformative Logo is a spark of innovation as it promises to standing out to help brands create distinctive ideas as it redesigns its logo, signaling a transformative journey beyond being a conventional advertising agency.

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     The new emblem reflects LightInc’s commitment to creativity, innovation, and client success. This approach will further enable it to cut through the noise, establish differentiation, and forge meaningful connections with consumers in today’s competitive marketplace.

     Elaborating on the symbolism of the rebranded logo, CEO/Creative Director, Olawale Sanusi stated “Our new emblem encapsulates our values and vision, narrating a tale of growth, adaptability, and relevance in a swiftly changing industry. We’re not just illuminating brands; we’re illuminating the future of advertising.”

  • Advertising firm, academy partner on digital literacy

    Advertising firm, academy partner on digital literacy

    Digital Advertising firm, Dochase Adx, has partnered 02 Academy Lagos to champion the future of digital literacy in Nigeria. This collaborative effort aims to drive knowledge exchange, close the employability gap, and localise technology to align with global trends in the creative economy.

    The partnership underscores the importance of nurturing local talents in marketing technology, automation, AI, and data infusion, positioning them to compete on the global stage. It seeks to empower young creatives by providing training in digital skills, fostering innovation, and enhancing their competitiveness in the international market.

    Managing Director of Dochase Adx, Chibuike Goodnews, emphasised the commitment to enhancing the digital knowledge infrastructure. He said: “The collaborative partnership with 02 Academy will infuse technology into marketing and brand communication, strengthening the potential of the creative economy.

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    “The initiative will leverage data analytics, AI, and predictive insights to lead marketing efforts, ensuring market deliverables and closing gaps in employability and knowledge exchange.”

    Provost of 02 Academy, Mbanefo Ozone, highlighted the opportunity to make Nigerian youths employable and employers of labour. “The partnership with Dochase Adx will address the need for continuous tech updates, ensuring sustainability and providing students with the latest information in tech, digital, and marketing communication.

    “This collaboration between Dochase Adx and 02 Academy signifies a win-win situation for brands and marketing professionals, fostering innovation and driving sustainability in digital knowledge,” he said.

  • TV advertisement market to generate $400m revenue – FG

    TV advertisement market to generate $400m revenue – FG

    The Federal Government said on Monday that it would catalyse the Nigerian TV advertisement market to generate additional 200 million dollars to 400 million dollars revenue to the industry.

    The Minister of Information and Culture, Alhaji Lai Mohammed said this at the launch of the Digital Switch Over (DSO) in Enugu.

    The switch over from analogue to digital terrestrial broadcasting was performed by Gov. Ifeanyi Ugwuanyi of Enugu State and the minister.

    Mohammed said that the feat could be easily achieved by bringing the nation’s TV advertisement market in line with global​ ​best practice.

    He disclosed that his ministry would establish Task Team of​ ​industry experts, with best practices related to Audience Measurement​ ​Systems.

    According to the minister, Audience Measurement​ ​Systems is key to DSO sustainability, growth in TV and value creation in the creative industry.

    ​He said the Task Force to be established would, therefore, identify best practice Audience Measurement System to support the sustainable growth of the industry.

    According to him, this will also recommend framework for supporting the sustainability of the​ ​Audience Measurement System, independent of the Federal Government.

    The Task Force, according to the minister, will recommend a payment and disbursement framework among the key
    stakeholders in the industry.

    “The existing model of TV in the country, stunts quality of the content that can be created and limits the capacity of Television platforms to invest in.

    “As it is now, the value of Nigeria’s Broadcasting Advertising Market is not proportionate with its ​population when compared to the Top 3 Markets in Sub-Saharan​ ​Africa region.

    “Despite having a population more than three times that of South​ ​Africa, Nigeria’s Television Advertising Revenue in 2016, at 309 million dollars, was 76 per cent behind that of South Africa.

    “Similarly, in the Radio sector, the value of Nigeria’s 2016 Advertising Revenue of 81 million dollars was 75 per cent behind its peers,​ ​South Africa and Kenya, both at 343 million dollars.

    “In both​ ​territories, the value and growth rate of the Broadcasting Advertising​ ​Revenue is largely influenced by the availability of a scientific​ ​Audience Measurement System,’’ he said.

    The minister solicited the cooperation of all​ ​well-meaning practitioners of the industry to join hands with the government to achieve it.

    He also underscored the commitment of the government to rapidly spread​ ​the massive benefits of digital television to the people.

    “We are now at the cruise level of the journey we started in Jos,​ ​Plateau State in April 2016, as the DSO train has now transverse​ ​Abuja, Ilorin, Kaduna, to arrive here in Enugu, its latest stop.

    “From​ ​here, the DSO train will proceed to Osun State, as we continue our​ ​rapid rollout of digital television across the country,’’ he said.

    NAN reports that the minister also donated 100 Set-Top Boxes to the state government for free distribution to the people.

    Gov. Ugwuanyi said that the journey to DSO was not an easy ride and thanked the Federal Government and in particular the minister for his doggedness and commitment to the project.

    He said the state would distribute 10,000 free Set-Top Boxes to low-income earners in its 475 autonomous communities.

    The Director-General, National Broadcasting Commission, Modibbo Kawu said that DSO would enhance broadcasting chain, deliver crystal clear TV signals and offer wide job opportunities in the sector.

    NAN

  • LASAA begins clampdown on outdoor advertising debtors

    LASAA begins clampdown on outdoor advertising debtors

    The management of the Lagos State Signage and Advertisement Agency (LASAA) has started a clampdown on debtor agencies, its Managing Director, Mobolaji Sanusi, has said.

    This followed the directive of Governor Akinwumi Ambode, to ministries and agencies to begin the enforcement on defaulters and debtors.

    Sanusi said: “We have just finished our strategy session to know how best to enforce those on our debtors’ list.

    “We are scaling up our compliance and enforcement to ensure that outstanding dues to the agency are paid up before the end of the year. For clarity, we have categorised our enforcement teams into billboards, business signs and mobile advertising vehicles.

    “For billboards, we are going after all the defaulters who have refused to pay up their yearly permit fees.

    “In line with our collection model, all billboard owners are subjected to a payment plan every year. We have discovered that 60 per cent of the categories that are supposed to have paid up their outstanding to the agency are still in default.”

    Sanusi said corporate businesses would also feel the enforcement.

    He said: “Some big corporate organisations are still in default for their business premises signs and the branding on their official vehicles. We will ensure they are all captured for enforcement.”

    The managing director stressed the need for businesses to always ensure tax compliance at all times rather than wait for government agencies to carry out enforcement.

    Sanusi said: “The revenue we collect forms a reasonable fraction of what His Excellency (the governor) needs to provide his super structure infrastructural demands of our dear state; hence, the need for those owing the state, not only in the realm of outdoor advertising but also in other spheres of public commitment to our government. After all, our administration has been delivering and meeting public expectations in this regard.”

    The agency chief said LASAA remained committed to the growth of the outdoor advertising industry as well as the aesthetic of the commercial city of Lagos.

    He urged stakeholders in the industry to join hands with the agency to develop the industry’s professionalism and prompt payment of rates.

    Also, LASAA recently launched its 2018 mobile advert sticker for branded vehicles in Lagos.

    It urged branded vehicles captured as fleet to register for a permit with the agency.

    The agency has also warned its clients to desist from patronising middle men and do business directly with its offices in the local government areas.