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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.

Energy

U.S.-Africa Energy & Minerals Forum Expands to Critical Minerals and Supply Chain Security

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Africa

This year’s U.S.-Africa Energy & Minerals Forum in Houston signals a strategic shift toward integrated energy and critical minerals investment, strengthening U.S. partnerships across Africa’s resource and industrial value chains

HOUSTON, United States of America, February 26, 2026/APO Group/ –The U.S.-Africa Energy & Minerals Forum (USAEMF) has relaunched with a dedicated focus on critical minerals, marking an important evolution in its role as a platform for U.S.-Africa commercial engagement. Building on its foundation in energy, power and industrial projects, the forum’s expanded scope positions it at the center of investment conversations shaping the future energy economy.

 

Scheduled for July 21–22, 2026, in Houston, Texas, USAEMF comes at a time of surging global demand for copper, cobalt, lithium, manganese and rare earth elements, driven by electrification, battery storage, AI infrastructure and advanced manufacturing. Africa is increasingly critical to securing these materials, highlighting how energy and minerals are now interconnected pillars of industrial growth, geopolitical stability and decarbonization.

The forum’s minerals mandate deepens engagement with African producers – particularly the Democratic Republic of Congo (DRC), home to some of the world’s largest copper and cobalt reserves. Momentum is building through the U.S.–DRC strategic minerals framework and the U.S.-backed Orion Critical Mineral Consortium, a major investment platform supported by the DFC and private partners. The consortium is pursuing a 40% stake in the Mutanda and Kamoto copper-cobalt operations in a $9 billion transaction, securing long-term supply for allied markets while reinforcing cooperation on infrastructure, security and supply-chain governance.

Placing critical minerals at the center while maintaining strong hydrocarbons engagement strengthens U.S.-Africa commercial ties

U.S. financing is also expanding across the region, with the DFC managing a continental portfolio exceeding $13 billion to support mining, processing and transport infrastructure for critical mineral supply chains. Recent commitments include rare earth, graphite and potash projects in Malawi, Mozambique and Gabon; broader investments in Uganda, Tanzania, Zambia and South Africa; and $553 million linked to the development of the Lobito Corridor. The DFC is also a major backer of TechMet, a U.S.-supported investment firm valued at over $1 billion, which is raising up to $200 million to expand copper, cobalt, lithium and rare earth assets and pursue new opportunities across the DRC and Zambia. Together, these initiatives underscore Washington’s push to diversify battery-mineral supply while positioning Africa as a long-term partner in clean energy and industrial value chains.

Houston’s role as host city reflects the alignment between American industrial capacity and African resource development. Long established as a global energy hub, the city is expanding into energy transition technologies, advanced materials, carbon management and industrial innovation. By convening African governments with U.S. private equity, development finance institutions, exporters, insurers and technical service providers, the forum creates a commercial platform capable of converting mineral potential into bankable projects.

“The evolution from USAEF to USAEMF reflects a broader shift toward integrated energy and mineral development,” states Nadine Levin, Portfolio Director at Energy Capital & Power, forum organizers. “Placing critical minerals at the center while maintaining strong hydrocarbons engagement strengthens U.S.-Africa commercial ties and advances projects that deliver long-term shared value.”

While critical minerals define the forum’s strategic expansion, the U.S.’ longstanding role in Africa’s energy sector remains central to the platform’s value proposition. American energy companies continue to advance exploration and development across key upstream markets, support gas monetization in the Gulf of Guinea and revitalize mature production in North Africa. U.S. export credit and development finance are also helping unlock large-scale LNG capacity in Mozambique while supporting optimization and expansion across existing gas infrastructure in West Africa – demonstrating how American capital, engineering expertise and risk-mitigation tools convert resource potential into delivered energy systems.

USAEMF is the leading platform connecting U.S. capital and technical expertise with Africa’s energy and minerals sectors. For more information or to participate at the upcoming forum, please contact sales@energycapitalpower.com

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

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Pesalink and Pan-African Payment and Settlement System (PAPSS) Unlock Cross-Border Payments in Local Currencies in Kenya

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Pesalink

The Pesalink–PAPSS partnership will reduce costs, speed up settlements, and help individuals, SMEs and businesses send money more efficiently across borders

NAIROBI, Kenya, February 26, 2026/APO Group/ —

  • Instant 24/7 bank-to-bank transfers across African borders in local currencies.
  • Simpler cross-border payments for individuals, businesses, and SMEs.
  • 80 plus Pesalink network participants now linked to 160 plus PAPSS participating banks.

 

Pesalink, Kenya’s de facto instant payment network, has partnered with the Pan-African Payment and Settlement System (PAPSS) to ease cross-border payment and speed up regional financial integration.

 

The partnership enables instant 24/7 cross-border payments from PAPSS participants into banks and mobile money operators within the Pesalink network in Kenya, all settled in local currencies. This reduces complex correspondent banking requirements and reliance on foreign reserve currencies.

 

Kenyan banks will now be able to offer faster, cheaper cross-border payments

PAPSS, an initiative of the African Export-Import Bank (Afreximbank) in collaboration with the African Union and the AfCFTA Secretariat, enables cross-border payments between African countries. Pesalink is now a Technical Connectivity Provider. It means that 80 plus Kenyan bank, fintech, SACCO and telco participants on the Pesalink network will be connected to 160 plus commercial banks and fintechs on the PAPSS platform.

 

Cross-border payments remain expensive and slow for many African businesses. The 2023 (http://apo-opa.co/4baDSh7) World Bank Remittance Prices report indicates that sending money across African borders incurs on average 7-8% of the total value sent (above the global average of 6–7%). Settlement can also take three to seven business days.

 

The Pesalink–PAPSS partnership will reduce costs, speed up settlements, and help individuals, SMEs and businesses send money more efficiently across borders.

 

Speaking during the partnership signing held at Pesalink offices in Nairobi, PAPSS CEO Mike Ogbalu III said, “For PAPSS to deliver true impact, collaboration with national and private switches like Pesalink is essential. Pesalink is the first switch we’ve piloted for transaction termination in Kenya, and we are already seeing greater adoption by opening more channels for seamless, local-currency cross-border payments across Africa.”

 

Pesalink CEO, Gituku Kirika, said “Kenyan banks will now be able to offer faster, cheaper cross-border payments. They will be helping their customers grow more regional trading relationships and thrive in a more integrated digital economy.”

Distributed by APO Group on behalf of Afreximbank.

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Events

Africa Trade Conference Returns to Cape Town with Esteemed Speakers Driving Africa’s Trade Agenda

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Africa

Second edition convenes global policymakers, business leaders, and innovators to accelerate Africa’s integration into global trade

CAPE TOWN, South Africa, February 26, 2026/APO Group/ –Access Bank Plc (www.AccessBankPLC.com) is proud to announce the distinguished line-up of speakers for the second edition of the Africa Trade Conference (ATC 2026), scheduled to take place on March 11, 2026, at the Cape Town International Convention Centre, Cape Town, South Africa. Building on the strong foundation of its inaugural edition, ATC 2026 will convene an exceptional assembly of global and African leaders, policymakers, investors, and business executives committed to shaping the future of trade on the continent.

The Africa Trade Conference has rapidly emerged as a premier platform for advancing dialogue and action around Africa’s evolving role in global commerce. The 2026 edition will feature influential voices from across finance, government, development institutions, and the private sector, who will share insights on unlocking trade opportunities, strengthening intra-African commerce, enabling business expansion, and positioning African enterprises for global competitiveness.

The confirmed speakers represent a powerful cross-section of leaders driving Africa’s economic transformation.

Building on the momentum of its maiden edition, which convened senior decision-makers from 28 countries, the 2026 conference with the theme “Turning Vision into Velocity: Building Africa’s Trade Ecosystem for Real-World Impact”, will have the keynote address delivered by Kennedy Mbekeani, Director General, Southern Africa Region, African Development Bank (AfDB), alongside Kwabena Ayirebi, Managing Director, Banking Operations at the African Export-Import Bank. Their joint keynote will address the evolving financing landscape for African trade and the strategic pathways for unlocking continental prosperity.

The welcome address will be delivered by Roosevelt Ogbonna, CEO/GMD, Access Bank Plc, who will set the tone for discussions centered on trade transformation, financial inclusion, and regional competitiveness, while Tolu Oyekan, Managing Director & Partner at Boston Consulting Group, will deliver insights on “Africa Trade Outlook 2026”, examining emerging macroeconomic trends, supply chain shifts, and growth opportunities across key sectors.  The CEO of Pan-African Payment and Settlement System, Mike Ogbalu, will be engaging the conference participants on the topic, “Building a Connected Africa Through Trade, Payments & Technology”, focusing on how payment interoperability and digital infrastructure can accelerate the African Continental Free Trade Area (AfCFTA) agenda.

The calibre of speakers confirmed for this year’s conference underscores the urgency and opportunity before us

The conference will also host a High-Level Ministerial Panel that features Elizabeth Ofosu-Adjare, the Minister for Trade, Agribusiness & Industry, Ghana; Tiroeaone Ntsima, Minister of Trade and Entrepreneurship, Botswana; Mr. Florian Witt, Divisional Head, International & Corporate Banking Oddo-BHF, Ms. Nathalie Louat – Global Director, International Finance Corporation (IFC), Dr Isaiah Rathumba – Head of Department, Limpopo Economic Development, Environment and Tourism and Mr. Alfred Idialu – Chief Rep Officer, Deutsche Bank among other policymakers shaping trade policy across the continent.

Commenting on the announcement, Roosevelt Ogbonna, Managing Director/Chief Executive Officer of Access Bank Plc, said:
“The Africa Trade Conference reflects our unwavering commitment to advancing Africa’s economic transformation by creating a platform that brings together the leaders, institutions, and ideas shaping the future of trade. The calibre of speakers confirmed for this year’s conference underscores the urgency and opportunity before us. Africa is not only participating in global trade, it is helping to redefine it. Through this convening, we aim to catalyse partnerships, unlock new opportunities for businesses, and accelerate Africa’s integration into global value chains.”

“At Access Bank, we see ourselves not just as financiers, but as connectors of markets, ideas, and opportunities. Our role is to help African businesses move from ambition to impact, from local relevance to global competitiveness.”

With operations in 24 countries globally, including 16 across Africa, Access Bank’s expansive footprint places it in a unique position to facilitate cross-border trade, unlock regional value chains, and simplify the complexities of doing business across markets.

“Our presence across Africa and key global corridors gives us a front-row seat to the realities of trade. It also gives us the responsibility to design solutions that are inclusive, scalable, and future facing. ATC 2026 is part of that commitment, Ogbonna added.

ATC 2026 is expected to catalyze partnerships, enable policy dialogue, and provide actionable strategies for businesses operating within and beyond the continent.

The Access Bank Chief puts it thus, “Africa will not be a spectator in the remaking of global trade. We will be one of its architects. ATC 2026 is where those blueprints will be drawn.”

For more information and registration, please visit https://apo-opa.co/4sdXWF7

Distributed by APO Group on behalf of Access Bank PLC.

 

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