Regulators Sound Alarm on Advertising Credibility Risks

Challenges and Opportunities in Nigeria's Billboard and Outdoor Advertising Market

Nigeria’s billboard and outdoor advertising market is undergoing significant scrutiny as industry leaders and regulators call for urgent reforms. Concerns about outdated practices, a lack of credibility, and slow technological adoption are seen as critical threats to the sector’s long-term viability. These issues were at the forefront of discussions during the 2025 LOMA Conference and Awards, which took place in Lagos. Experts highlighted structural weaknesses, credibility challenges, and the need for more advanced technology as major obstacles to growth.

Dr Olalekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria, stressed that the industry could not afford to delay necessary changes. “Until we close those gaps, build new products, and align with technological advancements, we have no time as an industry,” he emphasized. His remarks underscored the urgency of modernizing the sector to remain competitive in a rapidly evolving market.

The Out-of-Home (OOH) advertising segment has been under increasing pressure from advertisers who demand accurate data to justify their marketing investments. With digital platforms offering more transparent metrics and attracting larger advertising budgets, OOH operators are struggling to prove their relevance. This has created a pressing need for the sector to adapt and demonstrate its value through measurable outcomes.

Kingsley Oneukaeme, the conference convener and CEO of LOMA, acknowledged past challenges related to credibility and programmatic distribution within the OOH industry. However, he noted that the sector is now making strides toward innovation and international collaboration. “This year is about inspiring practitioners to show the global market that Nigeria can play on the same stage,” he said. His comments reflect a growing optimism about the potential for the Nigerian OOH market to gain recognition on the world stage.

Chike Oputa, Managing Director of Dentsu Nigeria Cluster, argued that the OOH sector must shift its reputation from being seen as a “reminder medium” to being recognized as a direct driver of economic value. He pointed out that when people are outside their homes, they are economically active—engaging in activities such as shopping, browsing, and making purchases. By linking advertising placements to where people spend money, through partnerships with fintech and telecom companies, the sector can demonstrate its profitability.

Oputa also emphasized the importance of establishing a unified industry-wide audience measurement framework. Currently, fragmented tools developed by individual agencies limit the sector’s ability to provide credible data. “Clients want an industry-certified approach. We must invest in a unified audience measurement system if we want credibility,” he added. This step is crucial for building trust with advertisers and ensuring that the sector can compete effectively with global players.

The 2025 LOMA Conference brought together a diverse group of stakeholders, including regulators, advertisers, media executives, and practitioners. They collectively agreed that collaboration, credible data, and innovation are essential for the Nigerian OOH advertising market to thrive. Discussions also focused on the need to embrace digital tools, integrate with fintech and telecoms, and develop real-time data systems that can provide advertisers with more measurable outcomes.

Stakeholders warned that as consumer behavior continues to shift toward digital platforms, the OOH market must evolve quickly to remain relevant. Without measurable impact and adherence to international standards, Nigeria risks falling behind in the global advertising industry. The conference concluded with a strong call to action for operators to prioritize data-driven strategies, invest in technology, and work closely with regulators to create an industry framework that inspires both local and global confidence.