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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

South African National Petroleum Company (SANPC) Confirmed as South Sudan Oil & Power (SSOP) 2026 Platinum Sponsor as Upstream Footprint Expands

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Etu Energias

The South African National Petroleum Company is participating in the seventh edition of South Sudan Oil & Power as a platinum sponsor

JUBA, South Sudan, November 11, 2026/APO Group/ –The South African National Petroleum Company (SANPC) has been confirmed as a Platinum Sponsor of the upcoming South Sudan Oil & Power (SSOP) 2026 conference, taking place November 24–25 in Juba.

 




 
 

SANPC’s sponsorship underscores the event’s position as the country’s official platform for dealmaking and project development, connecting domestic opportunities with regional and international partners.

Returning for its seventh edition, SSOP 2026 will feature high-level panel discussions, project showcases and exclusive networking sessions aimed at aligning technical and financial capabilities with South Sudan’s energy renaissance. SANPC CEO Godfrey Moagi will lead the company’s delegation, participating in key discussions and outlining the company’s expanding exploration and investment footprint in the country.

Moagi will participate in the Regional National Oil Companies (NOC) panel, titled Resource Renaissance: Energy-Fueled Growth for a New Generation. The session will focus on cross-border cooperation to reinforce regional energy security and unlock the economic potential of South Sudan’s estimated 3.5 billion barrels of proven crude oil reserves.

The dialogue comes as South Sudan targets an output expansion from approximately 174,000 barrels per day (bpd) to 230,000 bpd in the near term, with a long-term goal of 450,000 bpd. With roughly 90% of South Sudan’s reserves undeveloped, SANPC is positioning itself as a strategic, long-term technical and commercial partner to accelerate greenfield monetization and asset optimization.

With only 30% of South Sudan’s territory systematically explored, SANPC’s technical investments are delivering critical basin knowledge to underpin future exploration rounds. These technical contributions are anchored by ongoing work in Block B2, situated in Greater Jonglei State. In 2024, SANPC completed an extensive aerial geophysical survey covering approximately 47,000 km² – one of the largest airborne mapping initiatives executed in the country. The company has since progressed toward field-level preparations, advancing terrain reconnaissance to support a planned 2D seismic campaign aimed at defining drillable prospects in partnership with Nilepet.

As South Sudan pursues new partners to advance exploration, SSOP 2026 offers a platform for SANPC to provide strategic updates on its local operations, connect with local players and explore joint ventures with regional NOCs and international service providers.

To register for South Sudan Oil & Power 2026 in Juba on November 24–25, visit: https://SouthSudanOilPower.com/.

 

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

 




 

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RS South Africa Appoints Khuphukile Ndebele as Finance Director

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Experienced financial executive brings extensive expertise in financial management, business strategy and operational transformation to the role

JOHANNESBURG, South Africa, November 11, 2026/APO Group/ –RS South Africa (www.Africa.RSDelivers.com) has appointed Khuphukile Ndebele as its new Finance Director, effective 26 October 2026. Ndebele brings extensive experience in financial leadership, strategic planning and operational management across multiple industries, including electrical wholesale, telecommunications, construction and manufacturing.

 




 
 

A qualified chartered accountant and Fellow of the Association of Chartered Certified Accountants (FCCA), Ndebele has built a career spanning more than two decades, combining financial expertise with a strong understanding of business operations, governance, operational efficiency, organisational resilience and sustainable growth.

Most recently, he held senior financial leadership responsibilities at Bidvest Electrical and Voltex, where his role encompassed financial planning and reporting, budgeting, forecasting, treasury, risk management and corporate governance. He also contributed to business strategy, mergers and acquisitions, operational restructuring ,  stakeholder engagement and the implementation of technology-driven initiatives to improve efficiency and customer experience.

His previous experience includes senior finance roles at SEACOM, where he supported financial strategy, business planning, acquisitions and the implementation of enterprise resource planning (ERP) systems and business intelligence reporting tools. Earlier in his career, he held financial management positions in the construction and engineering sectors, including at Stefanutti Stocks, as well as international experience in the British Virgin Islands.

Khuphukile’s appointment represents an important step in strengthening RS South Africa’s financial leadership and supporting the business’s long-term objectives

Ndebele holds a Bachelor of Accounting Sciences from the University of South Africa and is a Fellow of ACCA. He also completed a Postgraduate Diploma in Management Practice through Henley Business School in 2025, further strengthening his capabilities in systems thinking, innovation and value creation.

In his new role, Ndebele will serve as a strategic partner to the Managing Director and a member of the Executive Management Team, contributing to the development and execution of the company’s strategic plans. His responsibilities will include overseeing financial performance across profit and loss, the balance sheet and cash flow, as well as leading budgeting, forecasting, financial reporting and working capital optimisation to support sustainable, profitable growth.

He will also oversee governance, risk management and regulatory compliance, while providing strategic leadership to Corporate Services and alignment with the IT function. This will include strengthening internal controls, enhancing business intelligence and data-driven decision-making, and supporting the digital transformation of finance and reporting processes.

Through these responsibilities, he will work with local, regional and global stakeholders to improve operational efficiency, support informed business decisions and maintain strong financial governance.

“Khuphukile’s appointment represents an important step in strengthening RS South Africa’s financial leadership and supporting the business’s long-term objectives. His combination of financial expertise, strategic insight and operational experience will be valuable as we continue to focus on business performance, sound financial management and sustainable growth,” comments Brian Andrew, Managing Director, RS South Africa.

Ndebele’s appointment comes at a time when effective financial management, informed decision-making and operational agility remain important to business resilience and competitiveness. His experience across complex, multi-entity organisations positions him to support RS South Africa’s financial management processes while working with the wider leadership team to advance the company’s strategic priorities.

Beyond his technical expertise, Ndebele places importance on transformational leadership, mentorship and developing people. His approach reflects a belief that effective leadership extends beyond financial performance to include building capable teams, strengthening collaboration and creating lasting value.

Distributed by APO Group on behalf of RS South Africa.

 

 




 

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Emirates SkyCargo introduces new freighter service connecting Milan with New York

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Emirates

The service provides direct trade connectivity for exporters from Italy, particularly the Lombardy region, to the United States, one of the country’s most important trading partners

DUBAI, United Arab Emirates, November 10, 2026/APO Group/ —

  • Carrier supports 13% year-on-year growth in exports from Milan, 23% from Greater New York region between FY24/25 and FY25/26
  • Freighter to support exports of pharmaceuticals, luxury goods, industrial components from Milan to the US
  • Service to enhance connectivity for cargo to Middle East and Asia from New York via Dubai for pharmaceuticals, perishables, e-commerce and machinery

 




 
 

Emirates SkyCargo has announced the launch of a new weekly freighter service connecting Milan (MXP) with New York (JFK) from 5th December 2026.

 

The service provides direct trade connectivity for exporters from Italy, particularly the Lombardy region, to the United States, one of the country’s most important trading partners. Additionally, on the return leg, the freighter also provides businesses in the US, particularly in the greater New York region more export connectivity to markets in the Middle East and Asia via Dubai.

Badr Abbas, Divisional Senior Vice President, Emirates SkyCargo, said: “Milan is a key air cargo gateway for Italy and Europe where Emirates SkyCargo currently offers over 500 tonnes of weekly export capacity to global markets, including over 100 tonnes weekly bellyhold capacity on our passenger flights to New York. The new freighter service adds important maindeck capacity on a vital trade corridor offering exporters greater access, flexibility and reliability when serving customers in the United States.

 

“Exports from the Greater New York region have seen strong growth, reflecting robust demand for reliable access to international markets. By combining enhanced freighter capacity with our extensive network of freighter and passenger services through Dubai, we are enhancing connectivity for pharmaceuticals, e-commerce, perishables and machinery from the US, while creating faster links to destinations across the Middle East, Asia and beyond.”

 

Powering exports from Italy to the US

 

The new freighter flight, operated by Emirates SkyCargo’s Boeing 777-F aircraft and offering around 100 tonnes of capacity per flight, has been launched to serve the growing demand for export capacity from Northern Italy and the Lombardy region to partner markets. Exports from Milan carried by Emirates SkyCargo grew 13% in FY 2025/26 compared to the previous year. By providing direct freighter connectivity from Milan to New York, the largest air cargo export destination for Italian goods, Emirates SkyCargo is creating faster and more efficient pathways for Italian exporters to reach customers across North America.

Exports from the Greater New York region have seen strong growth, reflecting robust demand for reliable access to international markets

Emirates SkyCargo also operates a once weekly freighter flight between Milan and Dubai (DWC). Key export commodities that move by air from Milan include pharmaceuticals, vaccines and clinical trial medication, luxury goods and fashion items, industrial equipment and machine parts, high-end automotives, fresh produce and specialty food products. Major export markets include the Middle East, United States, Australia and South Africa.

 

Emirates SkyCargo has facilitated increasing volumes of export between Italy and its trading partners with exports from the country growing at over 12% between FY 2024/25 and FY 2025/26. Every week, Emirates SkyCargo offers over 1,000 tonnes of export cargo capacity from its four Italian gateways– Bologna, Milan, Rome and Venice. The carrier also operates a strong road feeder service, connecting Italian businesses located beyond online gateways to Emirates SkyCargo’s network. The new freighter service demonstrates Emirates SkyCargo’s commitment to the whole Italian market and is a testament to potential opportunities across Italy.

 

Stronger footprint and increased exports in North America

 

From New York, the freighter service will provide more options for connecting cargo for businesses in Greater New York and Northeast USA. Emirates SkyCargo has been supporting a significant increase in exports from the region, with an increase of 23% in the volume of exports from JFK and EWR airports between FY 2024/25 and FY 2025/ 26. The freighter service unlocks seamless connections to high-growth markets across the Middle East, Asia and Oceania.

 

Key export commodities moving from New York include pharmaceuticals and healthcare products, perishables, e-commerce shipments, machinery and industrial components. By combining dedicated freighter capacity with Emirates SkyCargo’s extensive freighter and passenger network, the service offers customers greater flexibility, faster transit times and access to one of the world’s most extensive cargo networks.

 

In addition to the new freighter service to New York (JFK), Emirates SkyCargo has also launched freighter flights in 2026 to Los Angeles (LAX) and Dallas (DFW) while increasing frequencies to Miami (MIA), enhancing the overall connectivity between North America and its global network.

 

Emirates SkyCargo has embarked on an ambitious year of growth for its freighter fleet and network. The cargo carrier took delivery of eight new freighter aircraft, including seven Boeing 777-F production freighters and one Boeing 777-300ER special freighter. This expansion helped power the growth of Emirates SkyCargo’s freighter network from over 40 destinations in March 2026 to over 60 destinations by July 2026. In addition to dedicated freighter flights, the carrier also offers high frequency bellyhold cargo capacity on Emirates’ fleet of passenger aircraft operating to destinations across six continents.

 

Interested customers can contact their local Emirates SkyCargo office or visit www.SkyCargo.com for more information on flights and services available to them.

Distributed by APO Group on behalf of The Emirates Group.

 




 

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