The Lagos Metropolitan Area Transport Authority (LAMATA) has unveiled a new ethical and sustainable advertising framework aimed at repositioning Lagos’ transit advertising landscape as a world-class, digitally enabled media platform.
The initiative was introduced today during a specialized stakeholder workshop held with support from C40 Cities, a global network and strategic partner for sustainable urban development, and facilitated by TBWA Concept.
The workshop brought together advertising agencies and media partners to chart a new course for transit advertising in Lagos, aligning with the state’s ambition of becoming a globally competitive megacity.
Managing Director of LAMATA, Engr. Abimbola Akinajo, was represented by the Head of Asset Management Unit, Mr. Kayode Olatawura, who praised industry stakeholders for their enduring partnership and contributions to the growth of the transport sector. “This engagement marks an important milestone in our collective efforts to modernize transit advertising and create a more sustainable, innovative, and commercially viable ecosystem,” he said.
The new framework, according to her, introduces ethical advertising standards and a data-driven approach to asset commercialization, moving away from traditional fragmented models.
Engr. Akinajo stated that the initiative will strengthen environmental compliance, improve digital transformation readiness, and enhance the value of transport assets across the state.
The framework is also expected to create new revenue streams that can support the maintenance, expansion, and long-term sustainability of critical transport infrastructure, reducing dependence on conventional funding sources.
As Lagos continues to experience rapid urban growth and increasing mobility demands, LAMATA said the initiative underscores its commitment to innovation, strategic partnerships, and the development of a modern public transport system capable of serving a population of over 20 million residents.
The workshop forms part of broader efforts by the Authority to leverage technology, sustainability, and stakeholder collaboration in delivering efficient and future-ready transport solutions for Lagos.
