{
  "id": 19809310,
  "title": "Technology, creativity will drive growth of Nigeria’s advertising industry - FG",
  "url": "https://urgent.news/2026/11/13/technology-creativity-will-drive-growth-of-nigerias-advertising",
  "topic": "world",
  "section": "World",
  "published": "2026-11-13T13:00:39.000Z",
  "source": {
    "name": "Daily Post Nigeria",
    "slug": "daily-post-nigeria",
    "url": "https://dailypost.ng/2026/11/13/technology-creativity-will-drive-growth-of-nigerias-advertising-industry-fg/"
  },
  "original_language": "en",
  "account": "The Federal Government has identified technology, creativity, and professional innovation as key drivers of Nigeria's advertising and marketing communications industry, according to Minister of Information and National Orientation, Mohammed Idris. Speaking at the 2026 National Advertising Conference in Abuja, Idris emphasized the need for the industry to embrace emerging technologies, enhance professional standards, and develop creative solutions to remain competitive both domestically and globally.\n\nThe conference, themed \"Repositioning the Marketing Communications Industry for the Next Frontier,\" brought together industry professionals, government officials, regulators, media executives, and other stakeholders to discuss strategies for sustainable growth and innovation. Idris commended the Advertising Regulatory Council of Nigeria (ARCON) for facilitating dialogue among advertisers, agencies, and media organizations to address sector challenges.\n\nArtificial intelligence, evolving consumer preferences, and the integration of traditional and digital media were identified as key factors reshaping the marketing communications landscape, according to Idris. He stressed that the industry must adapt by promoting innovation while maintaining professionalism and consumer protection. Idris highlighted the Nigerian Government's National Artificial Intelligence Strategy as a framework for responsible technology use, highlighting its potential to improve audience research, content creation, advertising campaign planning, and performance measurement. However, he cautioned against potential risks such as misinformation, copyright violations, privacy breaches, and lack of accountability.\n\nThe minister underscored the importance of Nigeria's National Data Protection Act 2023 and the ARCON Act 2022 in safeguarding consumer interests, ensuring transparency, and upholding professional standards. ARCON was urged to strengthen its regulatory framework to address emerging issues such as digital advertising, influencer marketing, and AI-generated content. Idris emphasized that consumer trust is vital for the advertising industry's success and highlighted its role as a cornerstone of Nigeria's creative economy, contributing to job creation, investment, and economic activities across various sectors.\n\nThe Director-General of ARCON, Dr Olalekan Fadolapo, urged stakeholders to actively position the advertising industry to benefit from technological advancements and increase its contribution to the national economy. He cited a PwC study showing that every N1 invested in marketing communications generates an estimated N16.50 contribution to Nigeria's GDP. Fadolapo stressed the need to embrace technology while preserving creativity, expertise, and ethical standards.\n\nDr Charles Ebuebu, Director-General of the National Broadcasting Commission, called for improved audience measurement systems, reliable broadcasting data, and stronger collaboration among regulators, advertisers, and media organizations. He stressed that while technology provides data, sound methodology and independent verification are essential for its value.",
  "summary": "The Federal Government through the Minister of Information and National Orientation, Mohammed Idris, has identified technological advancement, creativity and professional innovation as key factors that will shape the future of Nigeria’s advertising and marketing communications industry. Idris said the industry must embrace emerging technologies, improve professional standards and develop creative…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}