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AI accelerates advertising measurement, but advertisers still lack a complete view of ROI

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WARC

The Future of Measurement 2025, part of WARC’s Evolution of Marketing programme, highlights emerging trends in media and creative measurement

8 May 2025 – As measurement continues to evolve, WARC, the global authority on marketing effectiveness, has today released The Future of Measurement 2025, a report that explores the latest emerging trends in media and creative measurement. It focuses on three key areas: the growth of marketing experiments, the price measurement gap, and the rise of AI-powered creative testing.

Paul Stringer, Managing Editor Research and Insights, WARC, says: “Once considered the preserve of more advanced advertisers, the next 12 months in marketing measurement will be defined by a growing democratisation of tools and methods. However, while AI tools, in particular, bring new speed and scale to measurement, advertisers still lack a complete framework for understanding advertising return on investment.

“With this report we aim to provide clarity on the latest advancements in measurement techniques by sharing insights from both WARC and external research, as well as equipping marketers with takeaways to put into practice.”

Key trends set to shape the measurement landscape over the next 12 months are:

Marketers using experiments doubles, from 18% to 36%

The number of marketers using experiments to measure marketing effectiveness has risen significantly, doubling from 18% to 36%, over the past year.

Considered key for understanding advertising effectiveness, experiments enable marketers to examine causality, or the incremental effects of advertising. They also encourage the exploration of new approaches, channels and creative ideas.

Underused for many years, the widespread availability of incrementality testing tools on social and retail media platforms is driving an uptick in adoption across the industry.

However, experiments are not without limitations. Advertisers are advised to conduct experiments with careful preparation by setting out clear hypothesis, identifying success metrics and choosing the right experimental design. Platform lift tests still lack control, transparency, and cross-channel performance comparison capabilities. Experiments work best in combination with other methodologies and should be embedded within a broader learning agenda to maximise their value.

Brands profit from price measurement

Advertisers are becoming more cognisant of the long-term effects of brand on price – and are investing in bespoke measurement solutions to prove it.

There is ample evidence showing that strong brands have more pricing power, with consumers willing to pay higher prices for their products and services, and less likely to stop buying when prices increase.

Pricing power is the greatest driver of profitability for businesses, meaning, advertising’s impact on price is key to the ongoing argument for long-term brand investment.

However, when measuring the price effects of advertising, most of the models used by advertisers capture advertising effects across a period of three or four years, when pricing effects typically take much longer to play out.

As more marketers appear to be taking pricing effects seriously, pricing power is likely to become even more important if US-led global trade tariffs force companies into raising prices for consumers.

At a time when marketing budgets are under near-constant pressure, marketers are advised to track price as a KPI or get involved in pricing decisions; track pricing effects over time to calculate advertising’s payback; and avoid treating marketing investment as a short-term cost rather than a long-term investment capable of generating future economic benefits.

AI-driven creative testing is rising but human touch remains vital

Creativity might be the single most important lever of advertising effectiveness at marketers’ disposal, but it is also one of the most difficult to quantify.

AI technologies are beginning to transform how advertisers measure and optimise creative assets at speed and scale, giving companies access to granular insights and learnings about creative effectiveness across media, devices and channels.

While AI enables cost-effective testing at scale, it is recommended to maintain human testing alongside AI tools, especially for ‘hero’ campaign assets. This hybrid approach will help mitigate AI testing limitations, such as evaluating new ideas or thinking.

The integration of creative data in marketing mix modelling (MMM) means advertisers can now model the impact of creative using econometric techniques. As an emerging area of measurement, guidance and best practices are still in development. But it opens the door to a clearer understanding of the role that creativity plays in driving commercial outcomes for brands.

Read a sample report of The Future of Measurement here. WARC subscribers can read the report in full. A WARC podcast on the topic will be available from 15 May.

The insights for The Future of Measurement report are based on a combination of exclusive data from WARC and external research studies and reports. It is part of WARC Strategy’s Evolution of Marketing, series of in-depth forward-looking reports on the marketing discipline through evidence-based insights and emerging trends, technologies, and other drivers of change.

Energy

Angola Oil & Gas (AOG) Pre-Conference to Set the Stage for $70B Investment Drive

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Energy Capital

The AOG 2026 pre-conference in Luanda will advance investment, licensing, subsurface innovation, fiscal reform and local content strategies, setting the stage for Angola’s $70 billion upstream growth agenda

LUANDA, Angola, May 12, 2026/APO Group/ –The Angola Oil & Gas (AOG) 2026 conference and exhibition will once again host a dedicated pre-conference on September 8 in Luanda, ahead of the main event taking place from September 9–10. This strategic platform sets the technical and regulatory foundation for high-level discussions shaping Angola’s upstream and midstream investment landscape.

 

Featuring a series of in-depth presentations and workshops, the pre-conference runs from 09:00 to 18:00 and is designed to deliver targeted knowledge exchange through technical sessions and networking engagements. The program aligns closely with Angola’s objective of attracting approximately $70 billion in oil and gas investment over the next five years, setting the stage for conversation and deals-signings during the main conference agenda.

 

The pre-conference program emphasizes subsurface imaging and structural analysis across Angola’s most prospective basins, including the Lower Congo, Kwanza, Benguela and Namibe. Discussions will focus on unlocking pre-salt reservoirs, improving seismic clarity beneath complex salt formations and advancing exploration strategies in frontier and mature acreage.

 

In parallel, the pre-conference will address licensing opportunities and regulatory frameworks under Angola’s multi-year strategy lead by the National Oil, Gas & Biofuels Agency. Insights into the 2025/2026 licensing rounds will highlight offshore and onshore block availability, marginal field opportunities and progress under the Permanent Offer Program.

 

Fiscal competitiveness will form a central theme, with sessions benchmarking Angola’s evolving terms against global standards. Recent reforms – including reduced petroleum income tax rates, lower royalties for mature assets and increased cost recovery ceilings – have repositioned Angola as a more attractive destination for capital-intensive deepwater and gas projects.

 

The pre-conference also places strong emphasis on local content development and procurement optimization. With local participation reaching approximately 12% in 2025 and a national target of 20% by 2027, discussions will explore strategies to expand domestic capacity, strengthen supply chains and increase value retention within Angola’s energy economy.

 

Digital transformation is another core pillar of the program, reflecting the sector’s shit toward data-driven operations. Topics include the integration of AI-enabled systems, real-time monitoring of offshore assets, centralized data infrastructure and the modernization of regulatory oversight through digital platforms to enhance transparency and efficiency.

 

The structure of the day combines invitation-only networking sessions, in-depth technical workshops and targeted discussions on institutional strengthening. It concludes with a networking cocktail designed to facilitate deal-making and partnership building ahead of the main conference and exhibition.

 

The value of the pre-conference is underscored by outcomes of the 2025 edition, which delivered early insights into licensing rounds, supported multiple deal signings during the main event and introduced new engagement formats connecting local entrepreneurs with international investors and operators.

 

With participation expected from regulators, investors and technical experts across the energy value chain, the AOG 2026 pre-conference offers a focused environment to assess opportunities, understand regulatory direction and position for upcoming projects. Attendance is limited and demand is high. With slots filling up quickly, stakeholders are encouraged to secure their place at the AOG 2026 pre-conference to access critical insights and engage with key decision-makers shaping Angola’s next phase of energy growth.

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

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Business

DHL Express expands global portfolio with new Heavy Weight Express Service for shipments up to 3,000 kg

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DHL

Heavy Weight Express is designed to meet the needs of industries where shipment reliability and timing are critical business drivers

  • Heavy Weight Express enables global heavyweight express shipping up to 1,000 kg per piece / 3,000 kg per shipment
  • Proactive shipment control through dedicated Heavy Weight Priority Desks ensures high reliability and customer service support
  • DHL Express expands in the heavyweight segment, responding to growing demand

 

DHL Express (www.DHL.com) announced the worldwide expansion of its Time Definite International portfolio with the introduction of Heavy Weight Express (HWX), an express air solution for shipments up to 1,000 kilograms per piece and 3,000 kilograms per shipment. With this launch, DHL Express strengthens its role as a leading global integrator capable of moving heavyweight cargo with express speed and reliability across more than 220 countries and territories, supported by a dedicated aviation and ground network that ensures stable uplift, predictable transit times, and globally consistent handling standards.

Heavy Weight Express is designed to meet the needs of industries where shipment reliability and timing are critical business drivers. The service integrates fast, time‑definite delivery with full end‑to‑end control, proactive monitoring, and transparent all‑in pricing that eliminates the rate volatility and cost uncertainties associated with other areas of freight. Customers benefit from guaranteed express transit times, comprehensive shipment visibility at every stage, and DHL’s uncompromising operational standards, including stringent handling procedures for shock‑sensitive, high‑value, or regulated goods.

Heavy Weight Express represents a strategically important step for our business, expanding the value that DHL Express brings to global supply chains

DHL Express CEO John Pearson said “Heavy Weight Express represents a strategically important step for our business, expanding the value that DHL Express brings to global supply chains. As industries face rising volatility, increasingly complex production cycles, and significant financial exposure from delays and supply chain disruption, DHL’s ability to offer express‑level speed, access to capacity and higher reliability for shipments up to 3,000 kilograms fundamentally changes the service levels that customers can expect from their logistics provider.”

 

“Across Sub‑Saharan Africa, we are seeing customers move larger, more critical shipments at faster speeds as industries scale, modernise and integrate into global value chains. Heavy Weight Express responds directly to that need—combining DHL Express’ unmatched time‑definite reliability with the capability to move complex, heavyweight shipments without compromise. This service gives businesses certainty, visibility and control at a time when supply‑chain performance is a key competitive advantage,” said Hennie Heymans, CEO DHL Express SSA.

The introduction of HWX is supported by the introduction of dedicated Heavy Weight Priority Desks around the world. These specialized teams are responsible for proactive tracking, early exception detection, real‑time intervention, and direct communication with customers to ensure uninterrupted shipment flow. Each heavyweight shipment receives dedicated case ownership, giving customers predictability and personal attention often associated with smaller or specialist logistics providers, but with the additional advantage of DHL’s global integrator infrastructure, standardized processes, and 24/7 operational control.

The solution directly addresses six critical heavyweight use cases observed across global industries: avoiding production downtime, managing program and product launches with immovable timelines, optimizing working capital by reducing inventory buffers, supporting procurement‑driven large‑scale shipping environments, complying with stringent special handling requirements, and stabilizing complex multi‑site supply chains. These use cases are especially prominent in the technology sector, automotive manufacturing, engineering and machinery, life sciences, pharmaceuticals, and the oil and gas and energy sectors—industries where even small delays can result in severe financial impacts.

Reducing shippers’ dependence on fluctuating airline capacity and removing the cost variability of add‑on fees and handling surcharges, HWX offers customers the stability of a single carrier from pickup to delivery. DHL Express manages its own aircraft fleet, hubs, gateways, customs operations, and last‑mile delivery—providing customers with predictability even during periods of global disruption or limited air capacity.

Distributed by APO Group on behalf of DHL Express.

 

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Business

Artificial Intelligence (AI) Strengthens Angolan Oilfield Operations as Easy People Backs Angola Oil & Gas (AOG) 2026 as Sponsor

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Energy Capital

Easy People’s Silver Sponsorship reflects its ambition to position digital infrastructure and IT solutions at the forefront of Angola’s upstream market

LUANDA, Angola, May 12, 2026/APO Group/ –Angola’s oil and gas sector is entering a new phase of digital acceleration, where artificial intelligence (AI), cloud computing and enterprise IT systems are becoming integral to operational performance. Within this transition, IT services and consulting company Easy People is positioning itself as a partner of choice for operators seeking to scale efficiency through digital solutions.

 

Easy People has been confirmed as a Silver Sponsor of the Angola Oil & Gas (AOG) Conference and Exhibition, taking place September 9–10, with a pre-conference day on September 8. The sponsorship reflects its commitment to placing digital infrastructure at the forefront of Angola’s hydrocarbon development. Its participation comes amid a broader AI-driven evolution in the country, where digital tools are increasingly being deployed to address operational challenges across the oil and gas value chain.

With a target of sustaining crude production above one million barrels per day, Angolan operators are under pressure to reduce costs while improving efficiency. To balance these priorities, many are moving beyond traditional workflows toward integrated digital environments that optimize exploration, production and asset management. AI-enabled analytics, predictive maintenance and real-time monitoring are beginning to reshape asset performance, particularly in complex offshore operations where inefficiencies can quickly translate into cost overruns.

One of the clearest examples of this shift is Angola’s national oil company, Sonangol. The company inaugurated a new corporate data center in 2026, consolidating previously fragmented systems into a single, high-security hub. Designed to centralize operational control, the facility supports Angola’s broader digital and energy transition agenda. By enabling faster processing of seismic and production data, it is helping move decision-making toward real-time, AI-enabled workflows and away from siloed legacy systems.

Angola’s Block 15 partners are also advancing AI-driven applications across operations. ExxonMobil is deploying autonomous drones for visual and acoustic inspections, reducing inspection times by around 60%. At Blocks 17 and 32, TotalEnergies is using Airborne Ultralight Spectrometer for Environmental Applications drone technology to measure methane emissions, while service providers such as Cabship are leveraging AI-powered software to improve operational visibility and accelerate decision-making.

Within this evolving ecosystem, Easy People plays a supporting but increasingly strategic role. By delivering scalable IT solutions tailored to operator needs, the company enables both major producers and independent players to integrate digital tools into core workflows. This is particularly relevant as independent operators expand their footprint in Angola and require flexible, cost-effective systems to remain competitive alongside larger incumbents.

AOG 2026 provides a platform to align these technology capabilities with industry demand. As Angola works to sustain production, address infrastructure constraints and improve project economics, digital transformation is emerging as a parallel priority alongside upstream investment. The participation of companies like Easy People reflects a broader recalibration in the sector: the next phase of Angola’s oil and gas growth will increasingly be shaped by data integration, systems intelligence and the operational application of AI.

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

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