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Adding short-form video to the media mix can improve brand recognition by 20%

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media

13 May 2024 – Fragmented media consumption and rising advertising costs are making it harder for brands to reach and connect with audiences. Increasingly, advertisers are leveraging the power of short-form video to build quality reach and drive business impact.

New research published today by WARC, in partnership with TikTok, finds that adding short-form video to the media mix can improve brand recognition by 20% driving impact across every stage of the buyer’s journey.

Paul Stringer, Managing Editor Research & Advisory, WARC, said: “This new research in partnership with TikTok examines the rapid rise of short-form video and how it can increase reach, attention and amplify other channels in the media mix to boost brand recognition by an incredible 20%. It revisits the fundamentals of effectiveness and draws on new evidence and thinking that will help marketers navigate with confidence and leverage new opportunities of the format in their campaigns.”

Stuart Flint, Head of Global Business Solutions Europe and Israel, TikTok, commented: “A valuable format for advertisers, short-form video has changed the way people consume content. Entertainment is now intrinsically woven into our daily lives, providing inspiration, creating joy and authentic connections, with short-form video now fast becoming the go-to place for brand discovery and purchase. We’re thrilled to have been able to contribute to this report and help brands uncover this opportunity to engage audiences at scale and drive lasting full-funnel impact.”

Providing a holistic overview and practical guidance, key insights outlined in the white paper ‘Short-form video: How to supercharge your media mix and drive full funnel impact’ are:

Short-form video boosts reach: Over 1bn users access TikTok every month

Planning for broad reach is critical to campaign effectiveness, but is becoming harder to achieve for advertisers due to the proliferation of new channels and fragmentation of media consumption.

Faced with declining linear TV viewership, advertisers are pursuing incremental reach via video-on-demand (VOD) and online video. Consumption is increasingly shifting to short-form content, exemplified by the rapid growth of video platforms including TikTok, which has over one billion monthly users, YouTube Shorts, and Instagram Reels. This is driven by:

High mobile consumption: More than half of social and video platform users consume short-form videos daily, and over three quarters watch them on smartphones. A typical TikTok user spends an average of more than an hour per day on the platform.
Changing media tastes: Audiences are consuming more short-form content than ever led by a desire for a balance between choice and curation in the content they consume, enabled by predictive algorithms and skippable content.
Growth of social commerce: Increasingly consumers use social channels for brand discovery and purchase. According to WARC Media, 70% of advertisers already sell on social platforms.

Markus Speiker, Director Digital Commerce & Marketing, The Estée Lauder Inc., said: “Short-form video plays a vital role in our media strategy. With the decrease in attention span over the last few years and the increase in entertaining formats, short-form video helps us to directly address core audiences in earned, owned, and paid media.”

Short-form video drives meaningful attention: Shorter ads can drive higher recall and choice uplift from the same number of seconds of viewing time compared to longer ads

Over the last few years, attention has emerged as a leading metric for evaluating media quality, improving the efficacy of reach-based planning and driving better business outcomes for brands. Shorter ads can drive higher recall and choice uplift from the same number of seconds of viewing time compared to longer ads.

Short-form video has three main characteristics that make it uniquely placed to deliver attention effectively and efficiently:

Immediate: The brevity of short-form content engages the neural networks associated with intuitive, quick, and automatic processing by commanding attention in a less effortful and analytical way.
Immersive: Full-screen, sound-on, short-form content creates an immersive viewing experience drawing audiences in and keeping them engaged through predictive algorithms that serve content reflective of the viewer’s interests and tastes.
Multisensory: Short-form videos often engage multiple senses simultaneously, incorporating visual, auditory, and sometimes textual elements. This multisensory approach can lead to richer information processing by appealing to different cognitive channels.

Lina Arnold, Co-Founder & Managing Partner and Mahmud Mahmud, Creative Data Strategy & Media Lead of Joli, said: “We would not run a single campaign without short form video anymore because it offers us the option to appeal to more senses so we can touch users and explain the product in different ways.”

Short-form video has a unique role in the media mix: TV ads primed with a TikTok ad increase sales by 5.5%

Evidence shows that using the right mix of channels in a campaign can create an advantage in building reach. Not only is short-form video able to fulfil multiple objectives across the funnel, it can also boost the performance of other channels when used together. When executed with TV, TikTok generates incremental sales of 5.5%¹.

Short-form video can play multiple roles across the purchase funnel:

Awareness: Short-form videos serve as powerful tools for generating awareness about products, brands, and trends. YouTube Shorts content acts as a pathway to brand discovery leading audiences to long-form content on YouTube.
Consideration: Research from Google suggests improving mid-funnel performance requires more time spent with the brand, so longer ads provide a greater lift. Short-form ads can amplify the impact and reinforce the messaging of longer formats.
Purchase intent: Short-form videos can nudge consumers towards a purchase. A study by MAGNA, IPG Media Lab, and Snap Inc. showed that six-second ads generate identical lifts in purchase intent compared to 15-second ads.

Marcin Samek, Chief Innovation Officer, McCann Poland, said: “Nowadays you cannot rely only on one medium. You have to introduce a mix of different channels, different tools, different media because it is impossible to reach a very broad target audience and to reach them in an effective way using only one kind of communication, one kind of medium.”

How to succeed with short-form video: Design, Plan, Measure

To maximise the potential of short-form video, the report outlines a framework for success:

Design: Consider the role of short-form video across the entire funnel and identify the specific outcomes the campaign should achieve.
Plan: Tailor creatives to the platform and leverage branding devices to drive recognition. Consider how the frequency and duration of campaign activities and leveraging various ad formats will impact performance.
Measure: Link back to the objectives and measure what the brand set out to achieve.

A complimentary copy of the full report is available to download here. A webinar discussing the findings outlined in the report will take place on 28 May at 14:00 BST.

Business

Afreximbank Launches Inaugural Accelerator Programme Cohort to Scale Africa’s Digital Trade Ecosystem

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Afreximbank

The programme underscores Afreximbank’s growing role as a catalyst for Africa’s trade and innovation ecosystem, providing a structured platform to identify and scale high-impact ventures

Afreximbank is proud to be a partner, an enabler and a committed stakeholder in the success of the next generation of African trade champions

CAIRO, Egypt, March 26, 2026/APO Group/ –African Export-Import Bank (Afreximbank) (www.Afreximbank.com) has officially launched the inaugural cohort of its “Afreximbank Accelerator Programme,” bringing together eight high-potential startups from across Africa and the diaspora for an intensive kick-off week taking place in Cairo from 23-27 March 2026.

 

Selected from a highly competitive pool of over 1,600 applications, the cohort represents some of the most promising ventures building digital infrastructure for intra-African trade from across the continent. These startups operate across key sectors including cross-border payments, digital logistics, agri-export platforms, AI-powered enterprise solutions, supply chain finance and diaspora investment mobilisation.

Participating in the cohort are the startups Fincart.io of Egypt; OnePort 365, which operates in Nigeria, Ghana and Kenya; Timon, a pan-African entity active in 15 countries; Zowasel, also active in Nigeria, Kenya and Tanzania; Gebeya, which is both Ethiopian and pan-African; Fluna, also a pan-African startup active in 10 countries; Capsa Technologies of Nigeria; and Daba Finance whose operations cover Francophone Africa.

Under the programme, which has been conceptualised, designed, and operated by Afreximbank, qualifying startups will be supported with investment of up to US$250,000, subject to standard investment criteria and due diligence, complemented by mentorship, market access, and strategic partnerships designed to accelerate their expansion across Africa.

The Cairo kick-off week, that commenced at Afreximbank’s headquarters on March 24, 2026 features a series of high-level engagements with the Bank’s leadership, industry experts, mentors and ecosystem partners. The week will culminate in an exclusive Social Mixer at the Grand Egyptian Museum, symbolically linking Africa’s rich heritage with its rapidly evolving innovation future.

Driving Africa’s Digital Trade Future

Speaking during the kickoff meeting, Mr. Haytham Elmaayergi, Executive Vice President, Global Trade Bank at Afreximbank, highlighted the significance of the event: “Today, we move from promise to execution, because we understand a fundamental truth: trade does not happen within the pages of policy documents. Trade happens through businesses. It happens through entrepreneurs. It happens through builders. What excites me the most about this cohort is not only who you are, but what you represent. You are building the digital rails that will define how Africa trades in the 21st century.”

He added: “This Accelerator Programme is part of a much broader ambition: an Africa where start-ups scale across the continent as a matter of course, where businesses trade seamlessly across borders, and where the continent operates as a truly integrated economic force.  Afreximbank is proud to be a partner, an enabler and a committed stakeholder in the success of the next generation of African trade champions.”

In addition to the core sessions, the eight startups met with Afreximbank President, Dr. George Elombi and the senior leadership team for expert-led briefings on a variety of topics.

The Accelerator Programme offers a differentiated value proposition by combining:

  • Direct access to Afreximbank’s pan-African network of governments, financial institutions, corporates, and trade partners
  • Market access and deal facilitation opportunities across key African trade corridors
  • Regulatory and policy guidance, leveraging the Bank’s relationships with central banks and regulators
  • Integration pathways into the Bank’s digital trade ecosystem, including the Africa Trade Gateway (ATG) and the Pan-African Payments and Settlement System (PAPSS)

This approach positions Afreximbank as a strategic enabler of cross-border trade and continental scale, helping startups navigate licensing, compliance and market entry across multiple jurisdictions. Beyond this, the Bank plays a central role in shaping Africa’s digital trade ecosystem, combining market access, partnerships, and infrastructure to support the growth of scalable, continent-wide solutions.

The programme underscores Afreximbank’s growing role as a catalyst for Africa’s trade and innovation ecosystem, providing a structured platform to identify and scale high-impact ventures. Through this initiative, the Bank is actively enabling the development of the digital infrastructure underpinning the implementation of the African Continental Free Trade Area (AfCFTA) agreement, positioning itself at the forefront of efforts to drive intra-African trade, market integration and economic transformation across the continent.

Collectively, the eight start-ups operate across more than 15 African countries, spanning key trade corridors in West, East, North and Southern Africa. Their traction highlights the scale and potential of African innovation. Fluna has facilitated more than US$50 million in trade across 10 countries. Capsa has processed over NGN70 billion in supply chain finance. OnePort 365 connects the Nigeria-Ghana-Kenya trade corridors. Timon supports payments in 15 countries, with plans to expand to 40 countries, and Zowasel has connected more than 4,000 verified cooperatives and agribusinesses.

Together, these ventures are building the digital rails for intra-African trade, accelerating the implementation of the AfCFTA and unlocking new pathways for economic integration across the continent and the wider Global Africa network.

Distributed by APO Group on behalf of Afreximbank.

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Energy

ESI Africa 2026 Finance & Investment Insights: Charting the Path to Africa’s $4.2 Trillion Infrastructure and Energy Opportunity

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Investment

The report, Finance & Investment Industry Insights Volume 1 2026, provides a strategic roadmap for investors, utilities, and policymakers navigating funding of the continent’s infrastructure landscape

CAPE TOWN, South Africa, March 26, 2026/APO Group/ –ESI Africa releases the definitive 2026 Finance & Investment Industry Insights Volume to navigate Africa’s infrastructure transition and South Africa’s R4.2 trillion funding gap.

The report, Finance & Investment Industry Insights Volume 1 2026, provides a strategic roadmap for investors, utilities, and policymakers navigating funding of the continent’s infrastructure landscape.

As African economies face macroeconomic stress from global geopolitical volatility and rising energy prices, the need for structural investment is now more urgent than ever.

The publication arrives at a critical juncture, specifically addressing the R3.6 trillion to R4.2 trillion funding gap South Africa must bridge to achieve energy security and Net-Zero commitments by 2050.

“From the analysis in this Volume, there is no doubt that South Africa faces a critical capital ‘hump’ between 2025 and 2030,” notes Nicolette Pombo-van Zyl, Editor-in-Chief.

“Success here depends less on the global availability of money and more on the country’s internal ability to implement regulatory efficiency. However, regardless of closing the funding gap, end users must prepare themselves for higher electricity bills.”

Key Insights from Volume 1 2026:

From the analysis in this Volume, there is no doubt that South Africa faces a critical capital ‘hump’ between 2025 and 2030

Electricity market reform and tariffs
The volume provides a deep dive into how shifting to multi-market structures and wholesale trading is reshaping electricity bills. It explores the “tightrope” of achieving grid stability while moving toward cost-reflective tariffs, which in South Africa have already doubled in the last five years.

The evolution of sustainable finance
With the green debt market exceeding $800 billion globally, the publication distinguishes between “Green Finance,” for established solutions, and the emerging “Transition Finance” pillar for hard-to-abate sectors.

Carbon markets as an asset class
Driven by corporate net-zero commitments, the carbon credit market is projected to grow to nearly $24 billion by 2030. The magazine examines how “pricing the invisible” can make marginal projects bankable in emerging markets.

Venture capital & innovation
Despite an “AI shadow” that saw some non-specialist funds pivot away from energy, the report highlights the rise of “patient capital” and a 91% surge in venture debt value to $1.8 billion in 2025.

Critical minerals and “friend-shoring”
Following the 2026 Critical Minerals Ministerial in Washington, the report analyses how new tariffs and strategic supply-chain alliances are redrawing the map for African producers.

“The time of a single electricity provider is ending,” states the publication. “The new system is moving toward a market with more players, more pricing options, and clearer decisions about who pays and how.”

Next investable projects
The volume also features an Investable Project Pipeline, showcasing high-impact initiatives such as the 394,000-hectare Rubeho Mountains Carbon Project in Tanzania, forest restoration in Nigeria, and innovative mineshaft pumped hydro storage in South Africa.

“The common thread through all these insights is a move toward maturity. Whether it is through smarter revenue collection, more nuanced sustainable finance, or using minerals as leverage, Africa is increasingly positioning itself as a strategic, rather than just a reactive, player in the global energy transition,” says Pombo-van Zyl.

Finance & Investment Industry Insights, Volume 1 2026 is now available for download at https://apo-opa.co/4sCPZKi

Distributed by APO Group on behalf of VUKA Group.

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Energy

Delegations from Nigeria, Senegal, Zambia and Djibouti to Meet Investors at Invest in African Energy (IAE) 2026 in Paris

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Energy Capital

Senior delegations from Nigeria, Senegal, Djibouti and Zambia will attend IAE 2026 in Paris, offering investors insights into Africa’s growing oil, gas, power and renewable energy markets

PARIS, France, March 26, 2026/APO Group/ –With Africa’s energy landscape accelerating toward new frontiers in gas, power and renewables, the continent is drawing unprecedented investor attention. Senior delegations from Nigeria, Senegal, Djibouti and Zambia are confirmed to attend the Invest in African Energy (IAE) 2026 Forum in Paris, providing a unique platform for investors to engage directly with policymakers and project developers at a time of major energy expansion and infrastructure transition. Their participation highlights the continent’s drive to secure capital, scale domestic production and advance regional energy integration.

 

Nigeria: Gas Expansion and Export Growth
Nigeria’s energy sector continues to benefit from high-growth dynamics under the Petroleum Industry Act and its strategic pivot toward natural gas. The country’s Dangote Petroleum Refinery, with a 650,000-barrel-per-day capacity, reached full operation in February and has begun exports to countries including Ivory Coast, Ghana and Tanzania. Key infrastructure projects include the near-complete Ajaokuta-Kaduna-Kano gas pipeline and the Nigeria-Morocco Gas Pipeline. The 2025 Oil Licensing Round remains active, offering 50 blocks and attracting projected investment of $10 billion.

Senegal: Offshore Oil and LNG Growth
Senegal has achieved commercial production of offshore oil and LNG. The Sangomar field produced 36.1 million barrels in 2025, exceeding expectations, while the Greater Tortue Ahmeyim project’s Phase 1 delivered its first LNG cargo in April 2025. Senegal’s Karpowership LNG-to-power facility began supplying the domestic grid in mid-2025. Future developments include Sangomar Phase 2 and GTA Phase 2, alongside ongoing renewable energy projects under the Just Energy Transition Partnership.

Zambia: Diversifying Power Generation
Zambia is reducing reliance on hydropower, with solar, coal and petroleum projects scaling up. Notable initiatives include the $1.1 billion Ndola refinery, Chisamba and Itimpi II solar plants, and Maamba Collieries Phase II coal expansion. Reforms such as open access for independent power producers and fast-track approvals aim to unlock investment toward the government’s 10 GW generation capacity target by 2030.

Djibouti: Renewables and Regional Energy Hub
Djibouti imports most of its energy but is advancing renewable generation, including the 60 MW Ghoubet Wind Farm and the Grand Bara Solar Plant. Geothermal development at Lake Assal targets 50 MW of continuous power. Electrification currently covers roughly 65–70% of the population, with the government aiming for full access by 2030–2035. Djibouti also functions as a critical logistics hub for regional fossil fuel flows, particularly for Ethiopia.

The confirmed participation of these senior delegations reinforces the IAE 2026 Forum as a strategic platform for investors seeking verified, high-potential opportunities in Africa’s rapidly evolving energy sector, across oil, gas, power and renewable infrastructure. Their presence provides a direct line to key decision-makers and ongoing developments, offering insight into market dynamics, investment pipelines and regional energy growth.

IAE 2026 (www.Invest-Africa-Energy.com) is an exclusive forum designed to connect African energy markets with global investors, serving as a key platform for deal-making in the lead-up to African Energy Week. Scheduled for April 22–23, 2026, in Paris, the event will provide delegates with two days of in-depth engagement with industry experts, project developers, investors and policymakers. For more information, visit www.Invest-Africa-Energy.com. To sponsor or register as a delegate, please contact sales@energycapitalpower.com

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

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