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Social media scales new heights as the world’s largest channel by advertising investment, forecast to reach $247.3bn this year

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WARC Global Advertising Trends

Meta alone is on track to surpass all global linear TV in advertising revenue by 2025

WARC Global Advertising Trends: Social media reaches new peaks

2 May 2024 – Social platforms dominate the global media landscape, and wield huge influence over how brands reach their audiences.

According to WARC Media’s latest forecasts, social media is now the largest channel worldwide by advertising investment, having overtaken paid search last year, and is forecast to total $247.3bn in 2024, up 14.3% year-on-year.

Data from GWI shows that time spent with social platforms has increased by 50% since 2014, from an average daily consumption of 95 minutes to 152 minutes in 2024, and according to data.ai, worldwide user numbers across social platforms have risen 169% since 2014.

Alex Brownsell, Head of Content, WARC Media, says: “Much of social media’s success has been driven by Meta’s remarkable renaissance. However, social’s stronghold on budgets can also be seen in TikTok’s rise, and a return to double digit ad revenue growth at Snapchat and Pinterest.

“However, with this dominance comes challenges, such as rising advertising loads in social environments, and the impact of AI on media planning. In this report, we take a holistic view of the global social media landscape, which shows no sign of losing momentum.”

Key insights highlighted in WARC’s Global Advertising Trends: Social media reaches new peaks are:

Social is the leading media channel by ad spend globally

Global social spend is set to total $247.3bn in 2024, up 14.3% year-on-year, a slight deceleration from +16.0% in 2023. Western platforms are growing fastest, fuelled by Chinese brands targeting US and European audiences.

Meta is on track to overtake linear TV in ad revenue in 2025
Both Facebook and Instagram grew by more than 20% year-on-year in Q1 2024, and Meta is forecast to earn $155.6bn in ad revenue this year, representing a 63.0% share of global social spend, fuelled by a wave of investment from Chinese exporters, and the popularity of its AI tools. According to WARC Media, Meta is set to overtake global linear TV in advertising spend terms in 2025.

Investment in AI has helped to drive incremental social spend
Tools like Meta’s Advantage+, which automate aspects of creative and media planning, are becoming increasingly popular with advertisers. However, some brands have complained of erosion to campaign efficiencies.

TikTok’s growth will slow in 2024, amidst US ban concerns
WARC Media forecasts TikTok will earn $23.1bn this year. The +18.3% year-on-year increase marks a significant slow-down from the 87.8% growth rate it clocked up last year, despite the introduction of new search and shopping ad formats. Given TikTok’s unique popularity with Gen Z audiences, many advertisers in the US will be hoping a ban does not come into effect.

Snapchat and Pinterest return to double digit ad growth
Pinterest is set to enjoy a 17.3% year-on-year increase in ad revenue in 2024, while Snapchat is forecast to grow 13.7%. This strong growth of both platforms is attributed to a refocus and leaning into their respective strengths.

Twitter/X’s ad revenue woes are set to continue in 2024
X’s ad revenue in 2024 is predicted to decline by 6.4% globally and 5.1% in the US. However, compared to its startling 46.4% decrease in 2023, it marks something of a stabilisation for the Elon Musk owned platform, largely due to political ad spend. However, marketers remain concerned with brand safety and X’s much publicised issues with bots.

Ad loads are rising across social platforms
Meta reportedly increased its ad load in Q4 2023 to 19.1%, with most Reels sessions now having seven or more ads. Platforms are aiming to improve monetisation “efficiency” with new search and shopping ad formats.

Social platforms are becoming increasingly homogeneous
As TikTok prepares to launch a photo sharing app, Notes, and Meta invests in AI search tools, social platforms are converging in the advertising formats and commerce functionality they offer to brands.

Rachel Morman, Global Head of Social, PHD Global, comments: “AI offers incredible new opportunities for [social advertisers], delivering multi-advertiser contextual ads, but that may not be suitable for all brands – such as those that need to heavily consider exclusivity and adjacency.”

Gillian Collison, Global Head of Social, GroupM, added: “The challenge remains to enable brands to leverage their own data and analytics to understand target audiences at a deeper level, enabling personalised experiences across all mediums.”

Social Media outlook in the US, UK, China and APAC
US: Social media advertising spend is set to reach $75.6bn this year. Facebook remains the biggest player, forecast to reach $36.3bn, followed by Instagram ($21.3bn), and TikTok ($10.1bn).

UK: Social media advertising spend in the UK grew 15.6% year-on-year in 2023, and is forecast to reach £8.8bn in 2025, per the latest AA/WARC Expenditure Report. Much of this growth is attributed to rising spend on social video formats, up 20.0% year-on-year, according to IAB UK.

China: Major Chinese social platforms have suffered an ad revenue slowdown since 2021, however, signs of positivity are emerging: video and photo sharing app, Xiaohongshu, with 312m MAUs in China, has reported its first profit; and Douyin, owned by ByteDance, is forecast to earn $30.2bn in ad revenue, $7bn more than TikTok, its Western sibling.

APAC: more than 70% of consumers in Asian markets, including Indonesia and the Philippines, use social media across multiple stages of their buying journeys. GWI data shows that social media users in APAC are 11.2% more likely than the global average to purchase a product or service on a weekly basis because of social media influencer endorsement.

Read a complimentary sample report of WARC’s Global Ad Trends: Social media reaches new peaks here. WARC Media subscribers can read the report in full. A WARC podcast discussing the findings outlined in the report will be available from 7 May.

Global Ad Trends is a quarterly report which draws on WARC’s dataset of advertising and media intelligence to take a holistic view on current industry developments. It is part of WARC Media, a subscription service which provides rigorous and accurate benchmarks aggregated and verified from over 100 reputable sources, empowering media decision makers to plan strategies with precision.

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African Energy Chamber (AEC) Endorses Inaugural Congo Energy & Investment Forum, Catalyzing Growth in the Republic of Congo’s Energy Sector

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African Energy Chamber

The African Energy Chamber proudly supports the inaugural Congo Energy & Investment Forum, scheduled for March 25-26, 2025 in Brazzaville

BRAZZAVILLE, Republic of the Congo, November 21, 2024/APO Group/ — 

The African Energy Chamber (AEC), as the voice of Africa’s energy sector, proudly supports the inaugural Congo Energy & Investment Forum (CEIF), set to take place in Brazzaville on March 25-26, 2025. Unveiled during African Energy Week: Invest in African Energies in Cape Town by the Republic of Congo’s Ministry of Hydrocarbons, this milestone event signals the nation’s commitment to strengthening its role as a key energy player on the continent, while showcasing a range of investment opportunities. 

Under the leadership of Hydrocarbons Minister Bruno Jean-Richard Itoua, the Republic of Congo has emerged as sub-Saharan Africa’s fourth-largest oil producer, with anticipated production of 280,000 barrels per day (BPD) by the end of 2024 and ambitions to reach 500,000 BPD within three to five years. Building on this momentum, the CEIF will highlight innovative projects and foster strategic partnerships that enhance investment, drive economic growth and position the Congo as a leader in Africa’s energy expansion.

Meanwhile, Société Nationale des Pétroles du Congo (SNPC), led by CEO Maixent Raoul Ominga, is spearheading the Congo’s energy growth. SNPC holds a majority stake in the Mengo Kundji Bindi II permit, with 2.5 billion barrels of estimated oil potential. The company is developing the site through 13 wells, 3D seismic data acquisition, and the construction of six production platforms. 

We are honored to secure the Chamber’s endorsement for this pivotal forum

With the Chamber’s official support, the CEIF is set to attract government leaders, C-suite executives from major IOCs and energy experts, who will offer critical insights into Congo’s oil, gas and energy sector developments. The country is overhauling its gas sector to unlock 10 trillion cubic feet of resources through a comprehensive Gas Master Plan and new Gas Code that introduces favorable fiscal terms and enables small-scale project development, as well as large-scale, integrated gas megaprojects like Eni’s Congo LNG and Wing Wah’s Bango Kayo. 

“The Congo Energy & Investment Forum marks a major milestone for the country, amplifying its strategic energy initiatives and showing industry stakeholders that it is serious about advancing its energy sector. We look forward to supporting this forum, which promises to connect investors, drive impactful partnerships and elevate the Congo’s position within Africa’s energy sector,” says NJ Ayuk, Executive Chairman of the AEC.  

“We are honored to secure the Chamber’s endorsement for this pivotal forum, which, through its vast network and influence, will help attract key stakeholders and decision-makers to the event. Together, we aim to highlight the immense potential of the Congo’s energy sector, foster strategic partnerships and drive transformative investments that contribute to sustainable growth across the industry,” notes James Chester, CEO of Energy Capital & Power, organizers of the CEIF.   

This premier forum provides a unique platform for connecting local and international investors with high-impact opportunities across a diversified range of energy projects, paving the way for collaborations that drive growth and transformation. The AEC’s endorsement underscores its commitment to fostering strategic partnerships, sustainable investment and regional cooperation, aligning with its broader mission to make energy poverty history across the continent by 2030.  

As the energy industry continues to serve as a critical pillar of the Congolese economy and a catalyst for sustainable development, the AEC remains dedicated to supporting initiatives like CEIF that foster progress, investment and partnerships across the African energy landscape. 

For more information, please visit www.CongoEnergyInvestment.com

Distributed by APO Group on behalf of Energy Capital & Power.

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Any Successful African Energy Policy at Conference of the Parties (COP) or Anywhere Must Have Oil and Gas at its Core (By NJ Ayuk)

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Conference of the Parties

Africa will need global financial systems, including multilateral development banks, to play a significant role in financing our energy growth which must include fossil fuels

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JOHANNESBURG, South Africa, November 21, 2024/APO Group/ — 

By NJ Ayuk, Executive Chairman of the African Energy Chamber (www.EnergyChamber.org).

I believe the ultimate responsibility for getting there is ours and no one else’s. Yes, we need partners to walk alongside us, but the success of our energy movement rests on African shoulders.

To begin with, I would love to see African energy stakeholders speaking in a unified voice about African energy industry goals.

This will be particularly important in COP29 in Baku. It is imperative that African leaders present a unified voice and strategy for African energy transitions. We must make Africa’s unique needs and circumstances clear and explain the critical role that oil and gas will play in helping Africa achieve net-zero emissions in coming decades.

I would encourage African leaders to talk about the need for financing, as well, to make it possible for us to adopt renewable energy sources and set up the necessary infrastructure. Africa will need global financial systems, including multilateral development banks, to play a significant role in financing our energy growth which must include fossil fuels.

Africa’s governments have a role to play in a successful African energy movement as well.

Because Africa’s energy industry still can benefit greatly from the presence of international oil companies, our government leaders need to approve contracts with oil and gas companies promptly instead of allowing red tape to delay projects after discoveries are made.

And, they need to offer the kinds of fiscal policies that allow oil companies to operate profitably in Africa. In turn, that will help those companies generate revenue, create jobs and business opportunities, and foster capacity building.

I also would encourage governments and civil societies to reward companies that exemplify positive behavior. Let’s incentivize the kind of activities we want, from creating good jobs and training opportunities to sharing knowledge.

I would love to see African energy stakeholders speaking in a unified voice about African energy industry goals

And there’s more.

We in Africa must work together to create more opportunities for women to build careers in the oil and gas industry at all levels. Our energy industry can’t reach its potential to do good when half of our population is left out. Our progress on behalf of women has not been great—We need to do better, and we need to act quickly.

How the world can support

Now, I mean it when I say Africans are responsible for building the future they want. But, I would love to see Western governments, businesses, financial institutions, and organizations support our efforts.

How? They can avoid demonizing the oil and gas industry. We see it constantly, in the media, in policy and investment decisions, and in calls for Africa to leave our fossil fuels in the ground. Actions like these, even as Western leaders have pushed OPEC to produce oil, are not fair, and they’re not helpful.

I also would respectfully ask financial institutions to resume financing for African oil and gas projects and stop attempting to block projects like the East African Crude Oil pipeline or Mozambique’s LNG projects.

Please understand that with the war in Ukraine, the energy crisis in Europe, and the energy poverty facing our continent, our countries, like many others, are simply choosing the paths they believe are most likely to help their people.

You know, people for years have accused me of loving oil and gas companies more than Africa. The opposite is true. In my frequent travels around the continent, I’ve observed far too many young people with little in the way of opportunities.

I know our young people have aspirations for a better future. I know they have big dreams. And, I know that future is nearly within their grasp.

A thriving, strategically managed energy industry can make it possible for many of these young people, whether it leads to good jobs or it fosters the kind of economic growth that creates jobs in other fields. Even if we only get the lights on in their communities, we’ll be giving our young people hope and improving their chances of realizing their goals.

This is what drives me, the idea that with our ongoing efforts and determination, our young people can realize meaningful opportunities. I encourage each of you to work with us at the African Energy Chamber, in a spirit of cooperation and mutual respect. Together, we can build the kind of African energy movement that our continent, our communities, and our young people need and deserve.

Distributed by APO Group on behalf of African Energy Chamber.

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Universal Digital Payments Network (UDPN) and FORUS Digital Announce Strategic Cooperation to Advance Financial Innovation in Africa

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UDPN

This partnership is set to empower African communities, governments, and businesses, and represents a significant step toward realising the shared goal of financial inclusion and economic advancement across Africa

CAPE TOWN, South Africa, November 21, 2024/APO Group/ — 

In Sub-Saharan Africa, approximately 105 million adults are unbanked and lack proper identification documents (http://apo-opa.co/4fZNzyr) [1]. Over 350 million adults in Africa live on a cash-only basis (http://apo-opa.co/3Z2xBg6), without access to financial accounts, credit cards, or lending facilities. Digital currency systems could prove to be key in improving financial inclusion and opening up new opportunities to large underbanked communities in many African countries.

Universal Digital Payments Network (UDPN) (https://apo-opa.co/4g0POSt), the world’s leading global payments messaging network supporting regulated stablecoins and Central Bank Digital Currencies (CBDCs) and FORUS Digital (http://FORUS.Digital), a global leader in blockchain-based cooperative digital finance, are starting a strategic cooperation aimed at expanding financial inclusion and promoting tokenisation efforts across Africa.

This partnership is set to empower African communities, governments, and businesses, and represents a significant step toward realising the shared goal of financial inclusion and economic advancement across Africa, with blockchain and decentralised finance at the forefront of this transformation. UDPN and FORUS Digital will collaborate to introduce the UDPN platform’s capabilities throughout Africa, initially in South Africa, Malawi, Zimbabwe and Ethiopia.

Sonny Fisher (https://apo-opa.co/4fVmRXZ), Founder of FORUS Digital (https://apo-opa.co/3YWJRih), remarked “Our partnership with UDPN accelerates our vision of economic empowerment through decentralised finance. Together, we are equipping Africa with the tools to embrace blockchain-powered tokenisation and drive sustainable development.”

“As we stand on the brink of a digital payments revolution, UDPN’s collaboration with FORUS Digital will play a crucial role in shaping a future where financial services are accessible, efficient, and secure for all Africans. This partnership is a testament to our belief that technology can be a powerful tool for development. By working together, we are paving the way for innovative financial solutions that will enhance economic resilience in African communities,” commented Christopher Ortiz (https://apo-opa.co/3UYIb6M), Member of Group Executive Board – North America, UK and APAC, GFT (https://apo-opa.co/4eBennO).     

UDPN is a DLT-underpinned messaging backbone focused on providing interoperability between the fast-growing number of different regulated stablecoins, tokenized deposits, and CBDCs, and seamless connectivity between any business IT system and regulated digital currencies.

Earlier this year the UDPN team launched three solutions designed to reshape the landscape of digital payments and assets in the financial sector:

  • Tokenised Deposit/Stablecoin Management System: A production-grade system designed for both commercial banks and regulated stablecoin issuers, streamlining the entire lifecycle of tokenised deposits and stablecoin services – from issuance to operation, including advanced interoperability features.
  • Digital Asset Tokenisation System: Provides a robust production-grade platform for financial institutions, such as banks and investment firms, to tokenise real-world assets and manage them within a regulated environment.
  • UDPN All-in-One Digital Currency Sandbox: A sandbox, designed to enable both commercial and central banks to learn about the latest digital currency technology, test built-in use cases, and develop their own new custom use cases in a self-control and secure environment that the banks can control and provide permissioned access to other institutions in their ecosystem.

The UDPN aims to drive down payment and foreign exchange costs whilst accelerating the uptake of regulated digital currencies.

Over 130 countries [3] globally are currently investigating, developing, or have already launched CBDCs. On the African continent, South Africa, Nigeria, Eswatini and Ethiopia have taken the lead. FORUS Digital has positioned itself in Africa to help central banks and commercial banks in their journey towards CBDC using the UDPN All-in-One Digital Currency Sandbox.

Statista [4] indicated that the Digital Assets market in Africa is projected to reach a revenue of US$3,115.0m by 2024.  It indicates that Africa’s Digital Assets market specifically, the number of users is projected to reach 53.89m users by 2025.

Financial innovation is not limited to central banks. Citigroup’s launch of Citi Token Services and Societé Generale’s December 2023 announcement of their digital currency and asset services and the HSBC Orion platform are the most recent examples of how traditional financial institutions are making digital assets an essential part of their service offerings to their clients.

This partnership between UDPN and FORUS Digital will focus on helping central banks deploy a secure CBDC testing environment for creating use cases and defining new regulations. It will also help commercial banks manage their own tokenised deposit and stablecoin life cycle and integrate into the central bank digital currency testing environment. The programmability of value-added financial services will enable new business models and enhance the efficiency and transparency of cross-border payments.

This partnership is a major milestone in Africa’s digital financial transformation and the introduction of UDPN Solutions there will enable a variety of sectors to access secure, low-cost cross-border payments and tokenised financial products. By providing African governments and financial institutions with blockchain-driven tools, UDPN will support enabling an inclusive, scalable digital payments system for the African continent.

Learn more!

To learn more about the Universal Digital Payment Network (UDPN), please visit www.UDPN.io.

Together, we are equipping Africa with the tools to embrace blockchain-powered tokenisation and drive sustainable development


[1] https://apo-opa.co/4fZNzyr

[2] https://apo-opa.co/3Z2xBg6

[3] Atlantic Council’s CBDC Tracker (https://apo-opa.co/4ggoRKH)

[4] Statista (https://apo-opa.co/4fX9p5N)

Distributed by APO Group on behalf of FORUS Digital.

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