The Lagos State Signage and Advertisement Agency (LASAA) sent a strong message of goodwill to the 39th Annual General Meeting (AGM) of the Out-of-Home Advertising Agencies of Nigeria (OAAN). Temitope Akande, Head of Corporate Communication and Strategy, spoke on behalf of LASAA’s Managing Director, Prince Fatiu Akiolu.
* “Redefining Out-of-Home Media: Practice, Business, and Value Creation” was the theme of the most recent AGM.*
Throughout his speech, Akande underlined the theme’s importance and discussed how the out-of-home (OOH) media sector is changing as a result of the convergence of technology, creativity, and strategic collaboration. He emphasized that in order to generate more value for all industry stakeholders, this period of transformation necessitates reconsidering strategies, improving operations, and working together.
Akande outlined LASAA’s pivotal role as the regulatory body overseeing outdoor advertising in Lagos State, noting that the agency’s mandate extends beyond regulation to fostering an environment where innovation thrives and businesses grow. He underscored the importance of balancing creativity with compliance and innovation with regulation, identifying this balance as the key to true synergy within the industry.
To achieve this synergy, Akande proposed several key areas for enhanced collaboration between LASAA and the OOH industry:
1. Streamlining Regulatory Processes: LASAA is committed to making its regulatory processes more efficient and transparent. The agency is continuously reviewing its guidelines and policies to ensure they protect public interest while supporting the growth and innovation of OOH businesses. Akande invited OAAN members to actively engage with LASAA, providing feedback that can help refine these processes.
2. Promoting Compliance Through Collaboration: Akande urged stakeholders to view LASAA’s regulations as a roadmap for achieving industry standards that benefit all parties—agencies, advertisers, and the public. He called for the development of compliance strategies that are practical, fair, and beneficial through close collaboration.
3. Leveraging Technology and Data: In an increasingly digital age, technology and data are crucial to driving value creation in OOH media. Akande revealed that LASAA is investing in digital platforms for more efficient management and monitoring of outdoor advertising. He encouraged OAAN to collaborate in leveraging these tools to enhance the effectiveness of OOH campaigns.
4. Fostering Innovation: Akande highlighted innovation as the lifeblood of the OOH industry. He expressed LASAA’s commitment to supporting innovation by creating an environment where new ideas can flourish. LASAA is open to working with OAAN on pilot programs, testing new concepts, and implementing initiatives that push the boundaries of OOH media.
5. Building Public Trust: Akande emphasized the need for responsible advertising practices that are not only legally compliant but also socially responsible. He called on OAAN members to join LASAA in promoting advertising practices that enhance the public’s experience of urban spaces while delivering value to clients.
In conclusion, Akande reiterated LASAA’s commitment to working hand-in-hand with OAAN and all industry stakeholders to redefine the future of OOH media in Nigeria. He encouraged the industry to embrace the redefinition of practice, business, and value creation with a renewed sense of purpose and collaboration. “The future of OOH media in Nigeria is bright, and by working together, we can ensure that it continues to shine,” Akande concluded.
