The Lagos State Signage and Advertisement Agency (LASAA) has once again underscored its unwavering commitment to the growth and transformation of the Out-of-Home (OOH) media sector, pledging to drive industry innovation through strategic partnerships and regulatory foresight.
This renewed dedication was eloquently conveyed by the Managing Director of LASAA, Prince Fatiu Akiolu, who was represented by Temitope Akande, Head of Corporate Communication and Strategy, at the 39th Annual General Meeting (AGM) of the Out-of-Home Advertising Agencies of Nigeria (OAAN).
Held under the theme “Redefining Out-of-Home Media: Practice, Business, and Value Creation,” the AGM provided a platform for industry leaders to explore the evolving landscape of OOH media. Akande, in his address, highlighted the profound impact of technological advancements and creative strategies on the industry, urging stakeholders to embrace these changes as opportunities for growth and innovation.
Akande emphasized that the current era of transformation within the OOH sector necessitates a reimagining of traditional approaches, calling for enhanced operations and concerted efforts to maximize value for all industry participants. He noted that LASAA’s role extends far beyond mere regulation; the agency is a catalyst for innovation, dedicated to nurturing a business environment where creativity and compliance coexist harmoniously.
To achieve this vision, Akande outlined several key areas where LASAA aims to collaborate more closely with the OOH industry:
Streamlining Regulatory Processes: LASAA is actively working to refine its regulatory frameworks to be more efficient, transparent, and supportive of business growth. By continuously reviewing and updating its policies, the agency seeks to protect public interest while fostering a landscape where OOH businesses can thrive. Akande called on OAAN members to engage with LASAA, providing valuable feedback that will help shape these regulatory improvements.
Promoting Compliance Through Collaboration: Akande urged industry stakeholders to view LASAA’s regulations not as obstacles but as guides to achieving higher industry standards. He stressed the importance of developing practical, fair, and mutually beneficial compliance strategies through close collaboration between LASAA and OAAN members.
Leveraging Technology and Data: In a world increasingly driven by digital innovation, Akande highlighted the critical role of technology and data in enhancing the value of OOH media. He revealed LASAA’s investments in digital platforms aimed at more effective management and monitoring of outdoor advertising, and he encouraged OAAN to join forces in harnessing these tools to elevate OOH campaigns.
Fostering Innovation: Innovation remains at the heart of the OOH industry, and Akande reaffirmed LASAA’s commitment to fostering a culture of creativity and experimentation. The agency is eager to collaborate with OAAN on pilot programs, test new concepts, and launch initiatives that push the boundaries of what OOH media can achieve.
Building Public Trust: Akande also emphasized the importance of maintaining responsible advertising practices that not only comply with legal standards but also contribute positively to the urban environment. He called on OAAN members to work with LASAA in promoting advertising that enriches the public’s experience of urban spaces while delivering tangible value to clients.
Akande reiterated LASAA’s dedication to partnering with OAAN and all stakeholders in the OOH industry to chart a new course for the future of outdoor advertising in Nigeria. He urged the industry to embrace the ongoing redefinition of practices, business models, and value creation with a spirit of collaboration and shared purpose.
“The future of OOH media in Nigeria is bright, and by working together, we can ensure it continues to shine,” Akande concluded.
This AGM marks a significant moment for the OOH industry in Nigeria, as LASAA’s reaffirmation of its commitment to growth and innovation sets the stage for a dynamic future where creativity, technology, and collaboration converge to redefine the landscape of outdoor advertising.
