By Roving Reporter
The outdoor advertising sector in Ondo State is undergoing a systematic transformation as the Ondo State Signage and Advertisement Agency (OSSAA) intensifies reforms aimed at restoring order, enhancing aesthetics and unlocking the economic potential of regulated signage.
Under the leadership of the Senior Special Assistant to Governor Lucky Aiyedatiwa on Signage and Advertisement, Mr Yòmí Oyékàn, the agency is repositioning the industry from a fragmented and largely unregulated space into a coordinated, professionally driven sector aligned with global best practices.
This renewed drive blends enforcement, stakeholder engagement, digital innovation and strategic partnerships, marking a shift from reactive regulation to purposeful sector development.
Strengthening Federal-State Collaboration
A critical highlight of this reform phase was the recent familiarisation visit by the Advertising Regulatory Council of Nigeria (ARCON) to the SSA on Signage and Advertisement in Akure.
The engagement underscored the importance of synergy between national and state regulatory bodies in driving uniform standards, transparency and policy alignment within the advertising ecosystem.
Both parties reaffirmed their commitment to coordinated enforcement, capacity development and information sharing — a move expected to enhance professionalism and investor confidence while reducing regulatory overlaps.
Aligning Signage with Urban Development
OSSAA’s interventions along the NEPA axis and High Court Road in Akure reflect its alignment with Governor Lucky Orimisan Aiyedatiwa’s urbanisation and infrastructure renewal agenda.
The removal of obstructive, unauthorized and dilapidated billboard frames has not only cleared pathways for the installation of new traffic lights and ongoing road rehabilitation but has also reinforced safety and visual order in the city’s landscape.
Importantly, the agency maintained a balanced approach by offering reallocation options to owners of authorised structures and keeping communication channels open, reinforcing trust between government and industry players.
Digital Engagement and Transparency
The launch of OSSAA’s unified official social media platforms represents a major step toward transparency and modern public communication.
These platforms now serve as central points for public notices, policy updates, industry guidelines and stakeholder interaction, ensuring timely dissemination of credible information and reducing misinformation.
Campaigns such as the #OSSAAOnlineChallenge further demonstrate the agency’s commitment to participatory governance by involving citizens and creatives in promoting the value of regulated advertising to economic growth and environmental order.
Driving Investment Through Innovation
Beyond regulation, OSSAA is actively expanding the economic frontier of the sector through its call for partnerships in LED billboard deployment across strategic urban corridors.
By inviting credible investors and digital advertising operators, the agency is promoting modern, high-impact advertising infrastructure capable of boosting internally generated revenue and creating sustainable business opportunities.
This investment-driven approach positions Ondo State as an emerging hub for smart outdoor advertising solutions in the Southwest region.
A Roadmap for Sector Advancement
OSSAA’s strategic blueprint for revitalising the signage industry rests on six key pillars:
• Consistent enforcement of safety and regulatory standards
• Policy synergy between state and national bodies
• Stakeholder consultation and inclusive governance
• Digital transformation of advertising platforms
• Capacity building for industry practitioners
• Structured investment frameworks to attract credible partners
As these measures gain momentum, the signage sector is evolving into a disciplined, revenue-generating and aesthetically refined component of Ondo State’s urban and economic development narrative.
More than a regulatory exercise, the OSSAA reform agenda signals a long-term vision — one where organised outdoor advertising supports public safety, elevates city identity and strengthens the state’s economic resilience.
