Connect with us
Anglostratits

Business

Two out of three (65%) marketers expect business to improve next year while a third (34%) expect marketing budgets to increase

Published

on

WARC

WARC releases The Voice of the Marketer 2025 – a deep dive into a global survey of 1,000+ marketers

5 December 2024 – Optimism around business in 2025 appears to be higher, with two out of three (65%) of marketers expecting improved trading conditions, though marketing budget expectations aren’t quite as positive, according to The Voice of the Marketer 2025, a new report by WARC released today based on an in-depth survey of more than 1,000 marketers worldwide. 

Global advertising investment is on track to surpass $1trillion for the first time this year, and is set to grow +7.6% in 2025 per the latest advertising spend forecasts by WARC Media. The research suggests that digital channels will continue to be prioritised over traditional media.

When exploring marketing measurement tools across the industry, the majority (93%) of marketers use at least one technique to measure their marketing investments, with the use of experiments doubling over the past year.

Isabel Cleaver, Senior Analyst, WARC, says: “The Voice of the Marketer report explores broader marketer thinking on budgets, media channels, measurement and investment plans. We hope readers find the insights outlined in this report useful as they begin to finalise their marketing plans for the year ahead.”

The key findings outlined in The Voice of the Marketer report based on survey analysis of 1,000+ marketers worldwide are:

Two out of three (65%) marketers expect business to improve next year while a third (34%) expect marketing budgets to increase

Marketers are largely optimistic about the business environment for 2025. Two out of three (65%) marketers expect business to improve next year, the highest in three years.

However, escalating geopolitical conflicts and the implementation of trade policies threaten progress. Nearly three-quarters (72%) of marketers think economic conditions will significantly impact their marketing strategy in 2025.

Consequently, marketers appear less optimistic about increasing marketing budgets for the year ahead: just a third (34%) expect marketing budgets to increase (compared to 41% last year). However, more marketers seem to expect budget increases from last year to be maintained (44% compared to 39% last year), with those expecting lower budgets largely steady at 22% (compared to 20% last year.)

Optimism on budgets is markedly lower among agencies: just over a quarter (28%) of agency survey respondents expect budgets to increase compared to nearly half (46%) of brands.

Some marketers will continue to prioritise long-term growth: one-third of marketers (35%) expect investment in brand marketing to increase in 2025, and one-third (38%) expect investments in performance to increase in 2025.

The impact of the environment and diversity, inclusion, and social justice on marketing strategies has decreased in recent years. Only 28% of survey respondents expect the environment and 20% expect DEI to significantly impact marketing strategies next year, versus 38% and 30% respectively last year.

Online video and social to drive future investments: 34% of marketers do not invest in TV and cinema, compared to only 5% for online video and social media

Almost half of marketers (44%) highlighted media and audience fragmentation as one of the biggest causes for concern in 2025, an increase of 9pp from last year. Along with the challenges, there are more opportunities to experiment in reaching and engaging consumers.

For the second year in a row, most marketers expect investments in online video and social media to increase. According to WARC’s most recent Global Ad Spend Outlook, online advertising now accounts for over half (58.7%) of total advertising spend, while legacy media accounts for a quarter (25.3%).

On average, 34% of surveyed marketers do not currently invest in TV and cinema, compared to only 5% for online video and social media. However, recent research – from Ebiquity and Lumen, as well as Thinkbox – has shown that legacy media outperforms digital channels in attention and effectiveness.

David Sandstrom, Chief Marketing Officer, Klarna, says: “I do think traditional media, versus the very hardcore performance media, still has an ability to create trust and tell a story. One thing that brands are lacking today is not their ability to optimize their Facebook ads, it is their ability to tell a story.”

The adoption of experiments has doubled in the past year: 18% in 2023 to 36% in 2024

Most marketers (93%) employ one or more measurement techniques, but the techniques vary. While more than two-thirds (67%) of marketers conduct brand health tracking, less than half (45%) use econometrics and marketing mixed modelling (MMM).

Significantly, the percentage of marketers using experiments has doubled in the past year (18% in 2023 to 36% in 2024).

Controlled experiments are often regarded as the gold standard of marketing measurement, as they give the most rigorous evaluation of the incremental value brought on by the marketing investment and calibrate marketing mixed models (MMM), helping marketers generate more accurate and reliable insights for decision making.

Almost two-thirds of marketers (57%) perceive brand metrics as the most impactful measure of marketing effectiveness, followed by ROI, with over half of marketers (54%) indicating it has the greatest impact on strategy. Metrics such as revenue and profit are seen as less.

The full Voice of the Marketer 2025 report is available to WARC members.

It follows the recent release of The Marketer’s Toolkit 2025, a report analysing the five key trends that will shape global marketing strategies in the coming year: Improving economic conditions, the tension between social media and brand safety, the growing cohort of consumers leading more solo lifestyles, expanding brand building to encompass the entire customer experience, and managing the impact of AI technology on the environment.

Both reports are part of WARC Strategy’s The Evolution of Marketing program, designed to help marketers address major industry shifts to drive effective marketing. A third report, The Future of Media, will be released in January.

Complementing the reports are a series of podcasts.
 

Business

From Megawatt (MW) to Gigawatt (GW): Why Africa Must Think in Grid-Scale Power to Compete in the Artificial Intelligence (AI) Economy

Published

on

African Energy Chamber

As AI infrastructure drives power demand into the gigawatt range, Africa must move beyond incremental energy planning – placing grid-scale generation at the center of discussions at African Energy Week 2026’s AI and Data Center Track

CAPE TOWN, South Africa, May 11, 2026/APO Group/ –The rapid expansion of artificial intelligence is fundamentally reshaping global energy demand, with implications that extend well beyond traditional power planning. Nowhere is this more apparent than in the growing energy footprint of data centers. Facilities that once required tens of megawatts are now being developed at 100–200 MW scale, with hyperscale campuses increasingly aggregating demand into the gigawatt range.

 

This shift presents a structural challenge for Africa. While the continent is rich in energy resources, its planning frameworks remain largely oriented around incremental, megawatt-scale additions – often tied to localized demand or short-term capacity gaps. In the context of AI-driven infrastructure, this approach is increasingly misaligned with the scale and concentration of future demand.

Africa’s data center sector, while growing, remains at an early stage. Operational capacity currently stands at approximately 300–400 MW, with projections reaching 1.5–2.2 GW by 2030. At the same time, demand is accelerating rapidly: electricity consumption from data centers is rising at 20–25% annually and is expected to reach around 8,000 GWh in the near term. This growth mirrors a broader global surge, with data center power demand projected to approach 945 TWh by 2030, driven largely by AI workloads.

This is ultimately about aligning Africa’s energy strategy with where global demand is heading

What distinguishes AI-related demand is not only its scale, but its concentration and consistency. Unlike many traditional industrial loads, data centers require uninterrupted, high-quality power, often with built-in redundancy. This places new demands on grid design, prioritizing stability, capacity and long-term scalability over incremental expansion.

Meeting these requirements will require a departure from conventional planning models. Rather than adding capacity in small increments, there is a growing case for developing gigawatt-scale generation aligned with emerging digital infrastructure hubs. This means integrating power generation, transmission and data center development into coordinated investment strategies, particularly in markets with strong resource bases and improving regulatory environments.

It also requires a shift in how excess capacity is viewed. In many African power systems, surplus generation has historically been treated as a financial inefficiency. In the context of AI and digital infrastructure, however, maintaining a margin of available capacity can enhance grid stability, reduce outages and provide the flexibility needed to support rapid load growth, while creating a foundation for broader industrial development.

A useful benchmark can be seen in Northern Virginia, the world’s largest data center market, where installed capacity has now exceeded 4 GW and more than 1 GW of new supply was added in a single year, reflecting the rapid pace at which hyperscale infrastructure is being deployed. Driven by major cloud and AI players, demand has tightened the market significantly, with vacancy rates approaching zero and most new capacity released well in advance. The scale and speed of development highlight how quickly data center demand is expanding – and underscore the level at which infrastructure must be planned.

These dynamics are increasingly shaping the policy conversation. At African Energy Week 2026, the AI and Data Center Track will focus on the infrastructure required to support this transition, with a particular emphasis on aligning energy planning with digital economy objectives. As AI infrastructure scales, reliable and abundant power is no longer a supporting factor, but a prerequisite.

“This is ultimately about aligning Africa’s energy strategy with where global demand is heading,” says NJ Ayuk, Executive Chairman of the African Energy Chamber. “If we continue to plan in megawatts, we will struggle to compete in an economy that is already moving at the gigawatt scale. Building larger, more resilient power systems is not just about meeting demand – it is about creating the conditions for investment, innovation and long-term growth.”

Distributed by APO Group on behalf of African Energy Chamber.

Continue Reading

Business

Telecoming Strengthens Its Presence in Africa with the Launch of DCB Software South Africa

Published

on

The company advances its regional strategy with a model built on AI, monetisation and direct connectivity with local operators

JOHANNESBURG, South Africa, May 11, 2026/APO Group/ –Telecoming (www.Telecoming.com), a global technology company specialising in the monetisation of digital services, announces the launch of DCB Software South Africa (www.DCBSoftwareZA.com), its new local subsidiary. The move reinforces the company’s growth strategy in Africa, one of the most promising markets in the mobile economy.

The new entity will be led by Javier de Corral, who will lead business development, establish partnerships with telecom operators and build a local team based in Johannesburg.

The South African launch builds on Telecoming’s existing footprint in the continent, where it already operates through its Algerian subsidiary, DCB Software Dzayer, further strengthening its regional position.

We are very excited about the opportunities in South Africa and committed to investing in its digital future

DCB Software South Africa will operate as a local hub focused on AI-driven digital services, supported by a team entirely based in the country. Its scope includes the development of digital products, mobile and web services, as well as solutions in digital entertainment and marketplaces, all built on scalable, multi-device platforms designed to ensure a seamless user experience.

The subsidiary combines in-depth knowledge of the South African and Sub-Saharan markets with direct access to telecom operators, digital platforms and local payment solutions. It will deploy multiple monetisation models, including Direct Carrier Billing (DCB), to optimise conversion rates and overall performance.

The launch of DCB Software South Africa marks a key milestone in our global expansion strategy”, said Cyrille Thivat, CEO of Telecoming. “We are very excited about the opportunities in South Africa and committed to investing in its digital future. With Javier de Corral at the helm, we are confident that this new subsidiary will not only drive our local growth but also contribute to the broader digital and AI ecosystem.”

Telecoming develops technology designed to enhance user acquisition, streamline payment processes and improve the performance of digital services. Its platforms integrate monetisation, advertising and user experience, leveraging artificial intelligence to deliver secure, scalable and efficient solutions.

This expansion reinforces Telecoming’s commitment to delivering innovative digital and AI services and strengthens its position as a key player in the African market. With this launch, the company takes another step in its international expansion, enhancing its ability to support the development of Africa’s digital ecosystem through advanced technology, local expertise and strategic partnerships.

Distributed by APO Group on behalf of Telecoming.

Continue Reading

Business

Enlit Africa 2026 makes 20 May the Commercial and Industrial (C&I) delivery day across power, water and clean energy hubs

Published

on

Enlit Africa 2026

Taking place 19–21 May 2026 at the Cape Town International Convention Centre (CTICC), Enlit Africa, created by VUKA Group, convenes utilities, municipalities, large energy users, financiers, developers and technology providers to focus on what shifts outcomes in African infrastructure

CAPE TOWN, South Africa, May 11, 2026/APO Group/ –Enlit Africa 2026 will put commercial and industrial delivery front and center on Wednesday 20 May with a dedicated line-up across the Power HubWater Hub and Renewable Energy & Storage Hub. The day is built for decision-makers who must keep operations running, secure reliable supply, manage risk and move projects from concept to implementation.

 

Taking place 19–21 May 2026 at the Cape Town International Convention Centre (CTICC), Enlit Africa, created by VUKA Group, convenes utilities, municipalities, large energy users, financiers, developers and technology providers to focus on what shifts outcomes in African infrastructure.

On 20 May, the programme is anchored by the keynote, “How a coordinated energy/water plan could change African resilience” (09:30–11:45), positioning water and energy as interlinked operational risks that can no longer be managed in silos. From there, the day breaks into practical tracks tailored for large users and the solution partners that support them.

In the Renewable Energy & Storage Hub, sessions focus on the realities of C&I adoption and delivery at scale, including “Project implementation for multi-megawatt C&I projects” (11:45–13:00) and “Clean energy adoption in the C&I market” (14:30–15:45), before turning to fleet electrification and operations with “Mobility: Management of electric vehicle fleets for C&I” (16:00–17:30).

In the Water Hub, the agenda targets the technologies and operating models that matter most to industrial continuity and compliance. Sessions include “Next-generation water treatment technologies” (11:45–13:00), “Advanced water treatment & smart water systems” (14:30–15:45) and “Accelerating water technology deployment for C&I operations” (16:30–17:30).

Together, the three stages create a single day of high-signal, implementation-led content for C&I leaders, utilities, municipalities and suppliers focused on operational performance, investment readiness and delivery discipline.

Distributed by APO Group on behalf of VUKA Group.

Continue Reading

Trending