Why Traditional Media Won’t Die But Must Evolve: Insights From Abuja’s ‘Ogilvy’ Dr. Omoraro

The Nigerian marketing communications industry is experiencing both unprecedented growth and challenges. Over the past eight years, total advertising expenditure has surged from ₦216 billion in 2018 to ₦605.2 billion in 2023, with projections indicating a further rise to ₦893 billion by 2028, according to a Dr. Femi Adelusi industry led report in conjunction with PwC. This expansion is in part fueled by digital transformation, the proliferation of content platforms, and an increasing reliance on creative storytelling. However, as the industry evolves, so too do the challenges that threaten its stability and growth.

Dr. George Omoraro, a seasoned industry expert in a recent interview with Brand Communicator, provides critical insights into the key issues shaping Nigeria’s advertising landscape, highlighting structural deficiencies, talent migration, and the ongoing debate about the relationship between digital and traditional media.

Challenges in the Creative Industry: A Battle for Credibility

One of the major challenges facing the Nigerian advertising industry is the lack of structure and the ease of entry into the sector. Unlike in more regulated markets, anyone can set up an advertising agency in Nigeria, leading to a proliferation of players with varying levels of expertise. According to Dr. Omoraro, this influx of unregulated competition dilutes industry credibility and makes it difficult for seasoned agencies to distinguish themselves.

“There is a general lack of structure, which allows for an oversaturated market where quality sometimes takes a backseat. This creates a challenge for agencies that have invested years in building credibility and expertise,” he explains.

Additionally, the industry struggles with inadequate regulatory enforcement. While the Advertising Regulatory Council of Nigeria (ARCON) and other bodies like the Advertising Association of Nigeria (ADVAN), Association of Advertising Agencies of Nigeria (AAAN), Experiential Marketers Association of Nigeria (EXMAN), Media Independent Practitioners Association of Nigeria (MIPAN) and others have frameworks in place, enforcement remains a challenge inconsistent, making it difficult to maintain industry-wide standards.

The Talent Drain: Nigeria’s Creativity on the Move

One of the most pressing issues facing Nigeria’s creative sector is the exodus of talent. Over the past decade, Nigerian creatives have gained international recognition, with many opting to work for foreign agencies that offer better remuneration and career advancement opportunities. Others simply choose to just ‘japa’ to doing other things outside of advertising. According to a 2023 report by PwC, approximately 38% of Nigeria’s top creative talents are now working for international firms, either remotely or by relocating.

“The massive talent drain is a reality we cannot ignore. Many of our best hands are either leaving the country or working remotely for global agencies that can afford to pay significantly more than what local firms can offer. This makes it difficult for Nigerian agencies to retain top-tier professionals and build long-term expertise,” Dr. Omoraro notes.

The economic instability in Nigeria, characterized by inflation and limited access to funding, exacerbates this problem. Agencies often struggle to offer competitive salaries, forcing many creatives to seek better opportunities abroad. This trend poses a long-term risk to the local advertising ecosystem, as the continuous outflow of talent weakens the sector’s ability to compete globally.

Digital vs. Traditional Advertising: A False Dichotomy?

The rise of digital marketing has sparked debates about the future of traditional advertising. While many argue that digital will eventually replace traditional media, Dr. Omoraro believes that such a perspective oversimplifies the reality of consumer engagement.

“The truth is, this debate has been ongoing for years, yet traditional advertising still commands the majority of marketing budgets. The gap is not even close,” he asserts.

Outdoor advertising, in particular, is experiencing a resurgence. Despite the dominance of digital engagement, people still commute daily and interact with billboards, transit ads, and other out-of-home (OOH) media. According to a 2023 Nielsen report, OOH advertising delivers higher brand recall rates than some digital formats, making it a critical component of a balanced marketing mix.

Television, too, remains a powerful force. The integration of internet-enabled TVs and multi-device viewing has transformed how audiences consume content. Brands can no longer afford to separate digital and traditional strategies; rather, they must create holistic campaigns that seamlessly merge both worlds.

“Traditional channels will not die, but they will continue to evolve. Agencies must now master the new realities, integrating digital and traditional media to meet audiences wherever they are,” Dr. Omoraro emphasizes.

Economic Pressures and the Cost of Advertising

The rising cost of advertising in Nigeria is another critical issue. Inflation and fluctuating exchange rates have made it increasingly expensive for brands to execute large-scale campaigns. The cost of media buying, particularly in television and outdoor advertising, has surged, making affordability a challenge for small and medium-sized businesses.

“Economic instability affects everything from creative production to media placement. Clients are looking for more cost-effective ways to achieve the same level of impact, which is why digital has become so attractive,” Dr. Omoraro explains.

Yet, while digital advertising offers a lower-cost alternative, it is not without challenges. The increasing cost of data, internet penetration disparities, and the prevalence of ad fraud in digital campaigns mean that brands must be strategic in their approach. A well-balanced strategy that includes traditional advertising ensures that brands reach diverse audiences across different economic demographics.

Key trends expected to shape the industry

The Expansion of Programmatic Advertising: As data analytics and artificial intelligence become more sophisticated, programmatic advertising will play a crucial role in targeting and retargeting audiences efficiently.

Growth of Influencer Marketing: Social media influencers continue to shape consumer preferences, making influencer collaborations a vital part of advertising strategies.

Enhanced Consumer Personalization: With access to more consumer data, brands will increasingly tailor their messaging to specific audience segments, ensuring higher engagement.

Stronger Regulations: As ARCON tightens policies around advertising standards and digital ad placements, agencies will need to navigate a more structured regulatory landscape.

Dr. Omoraro remains optimistic about the future but stresses the need for adaptability. “Agencies that fail to evolve will struggle. The future belongs to those who can integrate data, creativity, and strategic thinking into cohesive campaigns that resonate across multiple platforms.”

While challenges such as talent migration, economic instability, and regulatory inconsistencies persist, the opportunities are equally significant. The integration of digital and traditional media, the adoption of data-driven strategies, and the continued evolution of consumer engagement models will shape the industry’s future.

Dr. Omoraro’s insights are a crucial roadmap for navigating these complexities. As advertising agencies and brands work towards a future defined by innovation and adaptability, the industry must recognize that success hinges on the ability to merge the best of both digital and traditional advertising. The next few years will be defining, and those who can anticipate and respond to change will emerge as leaders in Nigeria’s dynamic marketing communications landscape.