Segun Adeyemi

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<h2>The Minister of Information and National Orientation, Mohammed Idris has highlighted the pivotal role technology, culture, and evolving business models play in reshaping Nigeria’s advertising industry. </h2>

He stated this during his keynote address at the 2024 National Advertising Conference in Abuja on Thursday, November 14, which was themed "Navigating the Shifts: Technology, Culture and New Business Models."&nbsp;

“Advertising has long been a driver of economic growth, a connector of brands and people, and a storyteller for our society's aspirations,” Idris said, referencing a 2023 PricewaterhouseCoopers (PWC) report that valued Nigeria’s advertising industry at ₦605 billion.

According to the report, every ₦1 spent in advertising yields a multiplier effect of ₦16.5 in economic activity.

Similarly, Dr Olalekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON), stressed the need for the industry to shift towards digital models to remain relevant.

He warned, “You can't run an agency using a traditional model and expect to survive the test of time.”

Fadolapo highlighted that while digital media is becoming dominant, many agencies still rely on outdated practices, limiting growth potential.

“Our tech industry is not growing... Digital media is becoming more relevant, and data is now at the core of our decisions,” he explained, urging agencies to embrace data-driven strategies.

He urged industry stakeholders to adapt to the digital economy, as more transactions now occur online, insisting that those unprepared to “fully participate in that digital economy” risk being left behind.

Meanwhile, the Minister stressed the transformative impact of digital technologies, such as artificial intelligence, social media, and big data, on audience engagement and personalised advertising.

“Digitalisation has revolutionised advertising, allowing for personalisation, real-time engagement, and greater accountability,” Idris explained, while also urging the industry to tackle ethical issues like data privacy and misinformation.

The Minister also underlined Nigeria’s economic recovery initiatives under President Bola Tinubu, emphasising that<a data-link-role-code="open_new_tab" href="https://www.pulse.ng/news/local/how-tinubus-tax-reform-bill-set-to-boost-economic-growth/mltz7q1"> fiscal reforms and the removal of fuel subsidies</a> have significantly improved the debt service-to-revenue ratio.

“Today, our debt service to revenue ratio has come down drastically from almost 100% to about 65%,” he said.

Increased government revenues have enabled higher investments in social infrastructure, local government autonomy, and the ₦70,000 minimum wage now implemented across federal institutions.

To address Nigeria’s infrastructure deficit, Idris highlighted ongoing road and rail projects, including the Lagos-Calabar Coastal Highway and <a data-link-role-code="open_new_tab" href="https://www.pulse.ng/news/local/tinubu-to-inaugurate-1000-km-sokoto-badagry-coastal-highway-in-august/3mpgd92">Sokoto-Badagry Highway.</a>

He urged the advertising industry to support these reforms, emphasising that strategic messaging can<a data-link-role-code="open_new_tab" href="https://www.pulse.ng/news/local/tinubu-tasked-me-to-restore-trust-and-honesty-in-public-communication-idris/ybzmq9n"> inspire public confidence</a> in the administration’s economic vision.

Mohammed Idris, Information and National Orientation Minister. [Twitter:@tswakom2]

The Minister of Information and National Orientation, Mohammed Idris has highlighted the pivotal role technology, culture, and evolving business models play in reshaping Nigeria’s advertising industry.

Minister urges tech shift in media, demands industry support to revive economy

<h2>The Nigerian government has announced plans to support local animation as part of a larger national identity project. </h2>

At the Unveiling and Rebranding Nigeria Initiative (URNI) launch on Saturday, October 26, Malam Lanre Issa Onilu, Director General of the National Orientation Agency (NOA), detailed steps to infuse local culture into children's programming.

"Creating locally inspired heroes and stories is essential to fostering national pride," Onilu, who represented the Minister of Information, Mohammed Idris, told Pulse Nigeria, underscoring the importance of cultivating culturally relevant content for children.

"Our children want to wear costumes of Spider-Man and Iron Man. Have you provided them with new heroes? You must provide alternatives before you can begin to phase out foreign content," he explained.

As part of this initiative, Onilu mentioned recent meetings with industry stakeholders in Lagos, including those involved in animation and content creation, to ensure local talents are central to this national push.

READ ALSO: <a href="https://www.pulse.ng/entertainment/movies/british-star-idris-elba-to-relocate-to-africa-to-support-its-film-industry/wbgvsq3">British star, Idris Elba to relocate to Africa to support its film industry</a>

"We're engaging with the animation industry and aligning with their needs, including an upcoming festival later this month where government investment in this sector will be a focus," he added.

He revealed that the National Identity Project, which received Federal Executive Council approval earlier this year, aims to unify various sectors—including youth, academia, civil society, and business leaders—under a comprehensive blueprint.

"This project is not just a government directive but a national contract," Onilu remarked. "It's a commitment to the citizens, transcending political parties and administrations."

READ ALSO: <a href="https://www.pulse.ng/entertainment/movies/idris-elba-shouldve-considered-a-nigerian-for-okonkwo-in-things-fall-apart/0cvrkmf">Idris Elba should’ve considered a Nigerian for Okonkwo in ‘Things Fall Apart’ [Opinion]</a>

<h3>No plans to ban foreign cartoons - Onilu</h3>

He also clarified that the government does not intend to ban foreign cartoons outright but instead hopes to "take the oxygen away from what we don't want" by offering attractive alternatives.

"We're not saying to ban anything. You need to provide your own content and gradually replace the foreign content with your own," he noted.

He said this vision could require amendments to NOA's founding act to ensure the project's longevity.

"For lasting impact, statutory backing may be necessary. We want this to be a legacy initiative, ensuring it remains relevant under successive administrations," Onilu affirmed.

The Nigerian government has announced plans to support local animation as part of a larger national identity project.

FG to nationalise cartoon content for kids, teenagers – here’s why

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Mohammed Idris

Pulse Nigeria is the most followed news and entertainment platform, informing and engaging young Nigerians round the clock, providing updates by the hour.