Oyo Govt Committed To Sanitizing Out-Door Advertising – Bayo Lawal

By Bode Akinbode, Ibadan

Oyo State acting governor, ‘Bayo Lawal, on Friday declared that the state government is committed to ensuring sanity and orderliness in the outdoor advertising industry in the state.

The acting governor maintained that out door advertising plays a critical role in shaping the visual landscape across the state, stressing that it has become essential that the state government collaborates with the practitioners to ensure that the landscape is not only vibrant and dynamic but also orderly and well regulated.

Lawal stated this while declaring open the 39th Annual General Meeting of Out-of-Home Advertising Association of Nigeria ( OAAN) held on Friday in Ibadan, the Oyo State capital.

He said:”We are committed to maintaining a sanitized and organized advertising space in Oyo State. To achieve this, we must hold practitioners accountable to the highest standards of professionalism and compliance.”

“The structures you erect should not only communicate messages effectively but also enhance the aesthetic beauty of their surroundings. It is our collective responsibility to ensure that these structures contribute positively to the visual environment, adding to the charm and appeal of our cities and towns.”

“Furthermore, during election season, the role of outdoor advertising becomes even more significant. We must collaborate to ensure that the advertising space remains orderly, that rules are strictly adhered to, and that our state remains a model of civility and decorum during this critical period.”

The acting governor restated that the state government will continue to create enabling environment for investors to carry out business seamlessly.

“Oyo State is open for business, and we are committed to creating an environment that supports growth, innovation, and the ease of doing business.”

‘We value your contributions to our state’s development, and we are here to support you in every way possible. I encourage you to take advantage of the opportunities that our state offers and to be a part of the exciting journey we are on to build a brighter and more prosperous future for all.”

In a keynote address delivered by a former President, Association of Advertising Agency of Nigeria (AAAN), Mr Lolu Akinwunmi, identified some of the key challenges facing out of home advertising practioners in Nigeria to include; regulatory and compliance issues, multiple regulatory bodies at both federal, state and local government levels, frequent policy changes, currency fluctuation, inflation, security, poor road networks, flooding and technical advancement and adaptation among others

Speaking on the theme, “Redefining Out of Home Media In Nigeria: The Practice, The Business And Value Creation,” Akinwunmi, charged the practioners to add value to their businesses by offering additional services that will make their services more attractive to clients.

“The future of out- of- home advertising lies in your ability to adapt to changing technologies, consumer behaviors and regulatory landscape by redefining its practice, embracing innovation and creating measurable value for advertisers , the out of home industry can continue to be a vital part of the Nigeria advertising eco-system,” he said.

In his remarks The Director-General, Oyo State Signage and Advertisment Agency, (OYSAA), Oludolapo Eso-Ajanaku, said the state welcomes practitioners who are committed to upholding the highest standards of professionalism, quality, and compliance.

He stated that the agency is embarking on rigorous sanitation exercises to ensure sanity in the out-door ecosystem, while also ensuring that practitioners comply with the rules and regulations that govern the state’s advertising landscape.

“As you are all aware, the visual environment of any state plays a crucial role in its identity and development. It is, therefore, imperative that you as practitioners and we as government, collectively ensure that the structures we erect are not only safe and sound but also contribute to the aesthetic beauty and organized outlook of Oyo state. We value structures that enhance the landscape, communicate effectively, and align with the broader vision of Oyo State as a leader in urban development.”

“However, it is important to underscore that with the opportunities Oyo State offers, there come responsibilities. Adherence to the rules and regulations that govern the advertising landscape is not negotiable.”

“We expect every practitioner to uphold their financial obligations to the state diligently. This is not just a matter of compliance but a demonstration of your commitment to the sustainable growth and development of the state.”

“The Oyo State Signage and Advertisement Agency (OYSAA) is actively working to revamp its internal processes, placing a strong emphasis on accountability, professionalism, and efficiency. As part of our commitment to fostering a business-friendly environment /”

” The Agency is actively pursuing policies that enhance the outdoor advertising sector. We are working tirelessly to ensure that the processes related to outdoor advertising are streamlined, dynamic, and efficient. This includes improving our response times to complaints and location / relocation requests, this is evidenced by the launch of our GRM form (Grievance Redress Mechanism) where practitioners lodge their complaints, and these concerns are addressed swiftly and effectively.”

“Additionally, the agency is undertaking rigorous sanitation exercises to maintain a clean and organized outdoor ecosystem while holding practitioners to the highest standards of compliance with the rules and regulations that govern the state’s advertising landscape.”

“In the coming months, the agency will oversee the proper enmuneration and reorganization of billboards, removal of dilapidated and substandard structures and address the cluster issue that has plagued our state,” he said.

Earlier in his address of welcome, the President, Out-of-Home Advertising Association of Nigeria, Mr. Sola Akinsiku, expressed optimism that the Bill for a Charter for Out-of-Home Media Asset Ownership and Practice in Nigeria currently before the National Assembly, if passed, will bring sanity into the
Out – of Home media ecosystem in the country.

“I am glad that we have decided as an Assocation to own and to support the Bill. This is because we sincerely appreciate that it will help our efforts to protect our businesses. But more than that benefits to us, it is more importantly in the overall best interest of the Out-of- Home media space, and for the good of the entire industry.

” We have the benefits of my convictions, distinguished ladies and gentlemen, will be aware of the challenges that Out-of-Home Media Assets owners have to grapple with, especially in the hands of government departments. On each occasion of government rise against our assets, investments worth millions of naira are destroyed and also painfully, brands suffer as running campaigns are truncated.”

“We have consistently cried out for help against charlatanism and others causing governments’ destructive intervention whenever the environment under siege of bombardment that purport to be billboards.”

Akinsiku stated that the Bill, when passed into law will bring order to the aspect that relates to acquisition and owners billboard locations. It will remove the ambiguity and inconsistencies currently associated with this aspect of the business.

He said however, that, the Bill will not in any way contradict or contend with the current powers of ARCON, adding that, it will, indeed help to further enhance the relevance of ARCON, and promote sanity in the Out-of-Home advertising l

In a goodwill message, the Director-General of the Advertising Regulatory Council of Nigeria, (ARCON), Dr. Olalekan Fadolapo, who was represented by the Zonal Head, ARCON, Ibadan, Mrs Hadiza Bello, noted that the Out-of-Home Advertising Association of Nigeria has redefined the practice of the out of home sector in Nigeria, by setting operational guidelines and standards that its members have abided by and have helped to strategise and position the industry.