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Facebook global advertising revenue to surpass $100bn in 2024 fuelled by innovation in AI and commerce to attract Gen Z

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Facebook

Retailers will invest $20bn on Facebook in 2024
Facebook has a global advertising audience of 2.2 billion. More than three-quarters of US adults use Facebook
But share of the global social market is dwindling: 88.9% in 2013 to 38.2% by 2025
Asian advertisers are targeting Western consumers on Facebook
Brands using AI tool Advantage+ see higher ROAS

WARC Media’s Platform Insights: Spotify

11 December 2024 – Social media pioneer Facebook has withstood the changing tides of digital global advertising for more than two decades. Still reigning with advertising revenue set to top $100bn this year, and a global advertising audience of 2.2 billion, Facebook is both the most-populous and best-monetised social media platform in the world.

Its revival since 2022 has been fuelled by APAC advertisers targeting Western consumers, alongside the fruits of AI innovation and a pivot away from targeting in favour of outcomes.

Alex Brownsell, Head of Content, WARC Media, and author of the report, says: “In this WARC Media report, we prise apart Facebook’s latest advertising revenue and user behaviour trends from those of its Meta parent company, and explore the platform’s latest revival in its quest to win a new Gen Z audience.”

Providing evidence-based insights on the challenges and opportunities Facebook has to offer, this latest Platform Insights report from WARC Media offers an overview of the key data points that advertisers need to know about the platform spanning investment, consumption and performance.

Investment: Facebook’s advertising revenue to cross $100bn in 2024

While Meta does not split revenue by platform, WARC Media forecasts show that Facebook’s Q3 2024 ad revenue grew 13.2% year-on-year, albeit slower than parent Meta (19.0%).

Facebook is on track to earn $100.1bn in advertising revenue this year, rising to $112.8bn in 2026, making it only the second media brand – after Google in 2020 – to exceed $100bn in global ad revenue.

But its share of the global social market is dwindling. In 2013, almost nine in 10 social ad dollars went to Facebook (88.9%). By 2025, ad spend on Facebook will have halved to 38.2%, with Instagram and TikTok, in particular, fast catching up.

Innovation in AI and commerce is drawing retailers of all sizes to boost spend on Facebook. Investment by retailers is set to top $20bn in 2024, per WARC Media forecasts. Meta studies claim that AI tools, such as Advantage+ Shopping Campaign (ASC), drive a 12% improvement in ROAS in two years. More than a third (38%) of Meta spend studied by Fospha went to Advantage+, reflecting a strategic shift of brands prioritising “ease of management” and greater performance gains from AI automation.

Analysis by WARC Media has found that Asian brands are spending more on advertising on Meta platforms, including Facebook, but are targeting users in other regions. This is a trend that has accelerated over the last 12 months.

In the US, advertising spend on Facebook is set to grow to $39.5bn in 2024, up 11.6% year-on-year. However, ad revenue growth will slow substantially in 2025 and 2026, per WARC Media’s latest forecast data. This is in stark contrast to Instagram, which is expected to achieve near-20% growth over the next two years. But, while Facebook’s growth has slowed, its advertising business remains twice the size of the US OTT market, four times that of TikTok and commands a 29% share of US retailer spend, according to Sensor Tower.

Consumption: Facebook’s global advertising audience exceeds 2.2 billion. In the US, more than three-quarters of adults use the platform

Facebook is one of the most popular digital platforms in the world, with a global advertising audience of 2.2 billion and 3 billion monthly users.

More than three-quarters of US adults use Facebook, according to a survey by GWI, with nine in 10 Americans using it to keep up with friends and family. Yet Facebook has long faced “age issue” stereotypes, and trails behind Instagram, TikTok and Snapchat in usage by Gen Z in the US.

To attract a new Gen Z audience for long-term growth, Facebook is prioritising creators, groups (for communities and information), long-form video (such as Stories and Reels), and moving away from news and political content.

Facebook ranks among the top three commercial media brands for reach in the UK across all age

groups, and sits in second place for all adults, behind only ITV. In Asia Pacific, Facebook is the

most influential platform for purchases in APAC, per GWI.

Performance: AI brings greater power to Facebook

Trust is likely to prove a key criterion for ad spend in media’s algorithmic era, as marketers cede control to AI tools to deliver their desired campaign goals.

Facebook scored highly in a Kantar survey of global marketers on its data trustworthiness, with only Alphabet-owned Google and YouTube doing better.

Over a million advertisers used Meta’s AI tools in the last month. Meta wants advertisers to trust its AI tools to help ads reach the parts untouched by traditional targeting methods as well as for creative diversity.

Some performance-driven advertisers are pivoting towards “full-funnel” tactics on Meta platforms including Facebook. Research indicates that balancing conversions with upper-funnel goals (e.g. reach and awareness) on Facebook can be more cost efficient, as well as stimulating future demand.

Brands using Image Generation saw a 7% increase in conversions, according to the company, and early tests by Fospha suggest that Meta’s AI tools such as Advantage+ are helping advertisers optimise for conversions and maximise ad spend returns.

Platform Insights: Facebook is part of a series of reports exclusive to WARC Media subscribers, which include an overview of platform investments, media consumption and performance insights. This latest report follows Platform Insights: Pinterest, TikTok, YouTube, Instagram, Snapchat and Spotify.
 



 

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Lilly and EVA Pharma announce regulatory approval and release of locally manufactured insulin in Egypt

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EVA Pharma

This milestone stems from the companies’ collaboration to expand access to affordable insulin to one million people living with diabetes in low-to middle-income countries annually by 2030

CAIRO, Egypt, December 17, 2024/APO Group/ — 

The Egyptian Drug Authority approved the insulin glargine injection manufactured by EVA Pharma (www.EVAPharma.com) through a collaboration with Eli Lilly and Company (NYSE: LLY). Launched in 2022, the collaboration aims to deliver a sustainable supply of high-quality, affordable human and analog insulin to at least one million people annually living with type 1 and type 2 diabetes in low- to middle-income countries (LMICs), most of which are in Africa. 

This marks the first regulatory approval of EVA Pharma’s insulin drug products, following Lilly and EVA Pharma’s collaboration (https://apo-opa.co/41xlg6K) announcement in December 2022. Under this agreement, Lilly has been supplying its active pharmaceutical ingredient (API) for insulin to EVA Pharma at a significantly reduced price and providing pro-bono technology transfer to enable EVA Pharma to formulate, fill and finish insulin vials and cartridges.

Less than two years after the initial announcement, EVA Pharma has completed a new biologics manufacturing facility, finalized insulin formulations and stability testing processes, engaged with the local regulatory authorities to obtain approval of the insulin glargine injection, and released the first batch of the locally manufactured insulin drug product.

We will continue to work with global health systems and industry stakeholders to address systemic barriers to healthcare and expand equitable, affordable access to our medicines

Additionally, EVA Pharma’s human insulin injection was also submitted for local regulatory approval. Lilly and EVA Pharma continue working with the World Health Organization (WHO) to secure WHO pre-qualification for the locally manufactured human insulin injection. The WHO pre-qualification will further ensure that medicines manufactured by EVA Pharma meet the high-quality standards set by WHO.

“For more than a century, Lilly has been at the forefront of diabetes care, offering innovative solutions that make life better for people around the world,” said Ilya Yuffa, executive vice president and president of Lilly International. “Our collaboration with EVA Pharma furthers our commitment to providing sustainable and accessible medicines worldwide. We will continue to work with global health systems and industry stakeholders to address systemic barriers to healthcare and expand equitable, affordable access to our medicines to transform more people’s lives.”

“Localizing essential medicines is the key to driving equitable access to healthcare,” said Riad Armanious, CEO of EVA Pharma. “It takes bold collaboration, cutting-edge innovation, and tech-driven manufacturing to turn this vision into reality. Our collaboration with Lilly shows what’s possible when we push boundaries together. This is just the beginning—we’re on track to impact over a million lives annually across 56 countries, making a real difference for people living with diabetes.”

This collaboration is part of the Lilly 30×30 initiative, which aims to improve access to quality health care for 30 million people living in resource-limited settings annually by 2030.

Most recently, Lilly and EVA Pharma expanded their collaboration, announcing (https://apo-opa.co/3ZCUhUJ) that Lilly will license certain baricitinib manufacturing know-how to enable EVA Pharma to manufacture and supply treatment for various immunological diseases across 56 low- to middle-income countries in Africa.

Distributed by APO Group on behalf of EVA Pharma.

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Cassava Technologies Secures USD 310 Million in Funding and Completes Business Reorganization

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Cassava Technologies

This funding is a key part of Cassava’s plan to strengthen its balance sheet, drive sustainable profitable growth, and cement its position as a global technology company of African heritage

LONDON, United Kingdom, December 17, 2024/APO Group/ — 

Cassava Technologies (Cassava) (www.CassavaTechnologies.com), a global technology leader of African heritage, proudly announces three significant milestones: a substantial equity injection, the successful completion of its South African Rand (ZAR) debt refinancing, and the finalization of its legal reorganization. These strategic initiatives position Cassava for robust growth underpinned by a strong balance sheet.

Cassava has closed an equity investment round of $90 million with participation from U.S. International Development Finance Corporation (DFC), Finnish Fund for Industrial Cooperation (Finnfund), and Google LLC. This funding is a key part of Cassava’s plan to strengthen its balance sheet, drive sustainable profitable growth, and cement its position as a global technology company of African heritage.

The conclusion of this equity round coincides with the successful reorganization of Cassava’s business to create an integrated digital solutions platform. This platform provides Broadband Connectivity, Co-location (data centres), Cloud, Cybersecurity, Compute (AI), and Payment services across more than 30 markets in Africa, the Middle East, India, and Latin America.

We are excited to announce these significant achievements, which collectively strengthen our financial position

Additionally, Liquid Intelligent Technologies, a business of Cassava Technologies, has successfully signed new facilities to refinance its South African Rand term loan on a multi-tenor basis. The new facilities, equivalent to USD 220 million in South African Rands, are being provided by Standard Bank of South Africa, Rand Merchant Bank, Nedbank of South Africa, and International Finance Corporation (IFC).

“We are excited to announce these significant achievements, which collectively strengthen our financial position and are a powerful testament to the vision of our founder and Group Chairman, Strive Masiyiwa, and the dedication and commitment of our teams across the Group,” said Hardy Pemhiwa, President and Group CEO of Cassava. “The closing of this equity round, completion of our ZAR debt refinancing, and reorganization represent more than just capital – it’s a pivotal milestone that we expect to unlock immense value and catalyze the further expansion of our digital infrastructure and services to bridge the digital divide on the continent”.

With the addition of DFC, Google LLC, and Finnfund, Cassava’s impressive roster of shareholders includes Econet Group, British International Investment (BII), Public Investment Corporation (PIC), Royal Bafokeng Holdings (RBH), Africa-Export Import Bank (Afreximbank/FEDA), and Gateway Capital.

Cassava Technologies has built a strong portfolio of business units comprising Liquid Intelligent Technologies, Africa Data Centres, Liquid C2, Cassava.ai, and Sasai Fintech, all of which are leaders in their respective sectors. This integrated platform of business units enables the Group to fulfill its vision of a digitally connected future that leaves no African behind.

Distributed by APO Group on behalf of Cassava Technologies.

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How global payroll can boost global business

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payroll

Modern payroll platforms are cutting through cross-border payroll issues that erode business performance

JOHANNESBURG, South Africa, December 17, 2024/APO Group/ — 

Can global payroll truly exist in an era where business is increasingly international, and employees work from more places and locations than the office? More specifically, organisations need a single, global payroll platform with configuration, scalability, and compliance across all sizes and locations to achieve flexible global payroll management. Is that achievable?

Business might go global, but payroll often remains very local. No matter which country one operates in, local regulations and requirements dictate payroll in that area. According to the 2021 “Getting the World Paid” survey (https://apo-opa.co/4ixXH3T), compliance is the biggest global payroll challenge.

“The enormous amount of variable administration can make it very difficult to manage payrolls in different regions under one umbrella,” says Heinrich Swanepoel, Head of Growth at PaySpace by Deel. “Every territory has different requirements. Navigating those local requirements is tricky and creates layers of bureaucracy. It becomes very expensive once you operate in a few territories.”

Payroll dampens global business

According to Forrester (https://apo-opa.co/3DgZY2Z), almost half of payroll administrators encountered substantial hidden costs when managing global payrolls. Compliance, language barriers, tax calculations, labour relations, and fluctuating exchange rates are among the culprits. But, the underlying issue is that different payroll administration is often fractured by necessity, relying on local representatives to manage that territory’s payroll on behalf of a company.

While that solves some of the problems, it’s impossible with traditional payroll systems to consolidate and centralise management on a global scale. Companies that achieve this do so with very fractured systems, incurring substantial costs and other risks.

“I’ve met many companies that want to expand into new regions but then reduce their plans or abandon them due to payroll management, transparency, or cost issues. That is a pity because they won’t have to have these problems if they used integrated payroll platforms,” says Swanepoel.

Global expansions are risky, and most companies don’t profit from their cross-border expansions (https://apo-opa.co/3VK4GN7). Any edge will help, and integrated global payroll management can turn overseas folly into victory. But what does integrated global payroll look like?

Winning with integrated payroll platforms

Companies reduce risks by centralising their payroll systems, including data breaches, fraud, and fines

An integrated payroll system has several attributes, some laying the foundation for more advanced features. Centralisation helps companies reduce risks by consolidating their payroll data and processes. Using integration, companies can connect payroll with finance and human resource systems, further reducing administrative overhead—especially when they start to automate processes, says Swanepoel:

“Automation removes many manual checks that take time and create opportunities for payroll fraud. An integrated centralised payroll system exchanges information with other business systems. When you start automating processes based on those exchanges, you can run continuous payroll that operates efficiently throughout the month, not just at the end.”

Centralisation through integration and automation also delivers other benefits, such as standard data sets, centralised management and reporting, streamlined enrolment, and adding advanced features such as self-service portals for employees. Every business should aspire for an integrated payroll environment, not only those looking to go global.

Fixing global payroll

However, a centralised and integrated payroll system can sound much like regional payroll systems. These are not capable of handling global payroll needs. But there is a new breed of payroll system that can handle global requirements while supporting centralisation, integration, and automation, and it remains flexible and affordable—global payroll platforms.

“The best global payroll platforms have ways to overcome typical issues that in-house and traditional software cannot. For example, they monitor different regions for legislative changes and apply them to their platform, which reflects immediately for all their customers. You can only do this with a cloud-native multi-tenant platform. The payroll service provider runs the platform, and each customer company accesses a secure instance meant specifically for them. That way, every customer gets updates without needing to do anything.”

These platforms naturally incorporate features such as automation, single data standards, and controlled access so that different departments can access payroll information and reports. They effortlessly cross borders, accommodating different cultures, languages, and sovereign laws.

Deel is the very first payroll platform to have been able to achieve these goals and allocate the resources to create global payroll coverage. But there are exceptions. For example, Deel recently acquired payroll platform PaySpace to offer global payroll and employee-of-record services on one software-as-a-service platform that serves multiple regions. This revolutionary bundling and delivery are poised to change how organisations manage local and global payrolls.

“A cloud-native payroll platform radically reduces the costs and risks associated with managing global payroll,” says Swanepoel. “You get payroll systems tailored to each territory you operate in. But there is no fracturing because they all interconnect on the same platform, and costs are lower because you save by automating processes, reducing administration, and don’t have to chase legislative changes. If you pay people in different jurisdictions, you should use a cloud-native integrated payroll platform. There really is no better choice.”

Distributed by APO Group on behalf of PaySpace.

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