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Adding short-form video to the media mix can improve brand recognition by 20%

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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.

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Sierra Leone Set to Showcase Offshore Ambitions with Petroleum Directorate of Sierra Leone (PDSL) Joining African Energy Week (AEW) 2026 as Strategic Partner

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Sierra Leone is advancing offshore exploration, preparing a new licensing round and finalizing the formation of a new national oil company ahead of its Strategic Partnership with AEW 2026

CAPE TOWN, South Africa, March 26, 2026/APO Group/ –The Petroleum Directorate of Sierra Leone (PDSL) has joined African Energy Week (AEW) 2026 – scheduled to take place in Cape Town from October 12–16 – as a Strategic Partner. The Directorate will be positioned to leverage the event to highlight its open acreage, competitive fiscal framework and upstream integration plans to international investors, signaling Sierra Leone’s emergence as a frontier exploration hotspot in the MSGBC basin and across the wider Gulf of Guinea.

 

Italian energy major Eni and other international players have engaged in detailed geological studies across Sierra Leone’s offshore basin, underscoring rising confidence in the country’s hydrocarbon potential. Backed by enhanced 3D seismic reprocessing and basin-wide prospectivity studies, the PDSL is accelerating data-led de-risking efforts to unlock prospects such as Vega and attract fresh upstream capital.

 

A central focus for investors is the anticipated resumption of offshore drilling in 2026 – the country’s first campaign in nearly a decade. Following the conclusion of its fifth licensing round, which offered 56 offshore blocks, Sierra Leone is preparing to drill new wells targeting an estimated multi-billion-barrel resource base, supported by improved subsurface imaging and strengthened regulatory oversight.

 

PDSL’s participation at AEW 2026 reflects Sierra Leone’s serious commitment to unlocking its offshore potential through transparency, strong fiscal terms and data-driven de-risking

Sierra Leone is also in the final stages of establishing its first state-owned national oil company, which will hold a mandatory 10% carried interest in all exploration licenses. The government is targeting an overall 25–30% participation in projects, balancing national value capture with competitive terms for international operators.

 

Downstream integration is also gathering pace, with the 105–126 MW Nant gas-to-power plant in Freetown, developed by Anergi Group and TCQ Power, expected to nearly double national generation capacity when it comes online in 2027. In parallel, PDSL is spearheading plans for Sierra Leone’s first refinery to reduce reliance on roughly 15,000 barrels per day of imported refined products.

 

“PDSL’s participation at AEW 2026 reflects Sierra Leone’s serious commitment to unlocking its offshore potential through transparency, strong fiscal terms and data-driven de-risking,” said NJ Ayuk, Executive Chairman, African Energy Chamber, adding, “Their strategic vision aligns with Africa’s broader push for energy security, industrialization and investor partnership.”

 

With drilling set to resume, a national oil company nearing launch and integrated gas-to-power and refining projects advancing, Sierra Leone is entering a defining phase. At AEW 2026, PDSL is expected to present a clear message: the basin is open, the data is ready, and the opportunity is real.

Distributed by APO Group on behalf of African Energy Chamber.

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Critical Mineral Projects to Watch Ahead of Invest in African Energy (IAE) 2026

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The Uganda Chamber of Energy and Minerals, with both its CEO and governing council chairperson confirmed for Paris, will serve as the primary interface for investors seeking access to Uganda’s licensing framework and project pipeline

CAPE TOWN, South Africa, March 26, 2026/APO Group/ –Governments from West, Central and Southern Africa, with delegations confirmed for the Invest in African Energy (IAE) Forum in Paris next month, are each advancing critical mineral projects that span processing deals, development-stage assets and frontier exploration plays, giving investors a range of entry points across the minerals value chain.

Nigeria – Alumina Refinery & Lithium Processing

Nigeria struck a $1.3 billion deal with the Africa Finance Corporation in early March covering three components: construction of a one-million-ton-per-year alumina refinery, a national geoscience mapping program, and a joint investment vehicle to accelerate exploration and production across priority leases. Projected at 95% utilization over 20 years, the refinery is expected to add $1.2 billion to GDP annually and generate approximately $8 billion in foreign exchange earnings over its lifespan.

Separately, a $600 million lithium processing plant in Nasarawa State is at the commissioning stage, backed by ongoing mapping of lithium-bearing pegmatite belts across Kwara, Ekiti and Kaduna states. New mining licenses now require a local processing commitment covering at least 30% of output before export, a condition that directly shapes the investment structures available to foreign partners. Nigeria’s energy minister is among the confirmed delegations at IAE in Paris.

Zambia – Copperbelt Expansion & Cobalt Refinery

 

Copper output in Zambia is on course to clear one million tons in 2026, supported by First Quantum Minerals’ completed $1.25 billion S3 plant expansion at Kansanshi and Barrick Gold’s $2 billion program to double output at Lumwana by 2028. Several additional projects, including Sinomine’s Kitumba Mine and KoBold Metals’ Mingomba deposit, are also coming online this year, making Zambia one of the few places globally adding significant incremental copper supply in the near term.

Africa’s first cobalt sulfate refinery is targeting commissioning in Zambia in 2026, adding downstream processing capacity alongside the copper ramp-up. The Lobito Corridor, backed by a $553 million US Development Finance Corporation loan for Angola’s Benguela rail link, reduces export costs across the Copperbelt and improves project bankability for both mines and processing facilities seeking long-term offtake commitments.

Senegal – Falémé Integrated Iron Project

Senegal’s Falémé iron district in the Kédougou region holds over 600 million tons of probable reserves, including oxide ore at around 59% iron content and primary magnetite at roughly 45% Fe. The government launched the Falémé Integrated Iron Project as a phased program targeting 15 to 25 million tons per year at peak output, with national iron ore company MIFERSO conducting ongoing reserve verification.

The mineral export port at Bargny is operational and rail rehabilitation linking Kédougou to the coast is progressing under the Emerging Senegal Plan. The project is actively seeking a technical development partner. With port and rail infrastructure advancing independent of any single mining operator, Falémé carries lower logistics risk than comparable iron ore projects requiring greenfield corridor construction, which affects how financiers assess project bankability and timelines to first revenue.

Equatorial Guinea – Rio Muni Mineral Exploration

Equatorial Guinea’s Rio Muni mainland offers early-stage exposure to gold, bauxite, base metals, coltan and iron ore across largely underexplored onshore territory. The Ministry of Mines and Hydrocarbons has been opening the sector since its first public tender in 2019, with exploration contracts now in place and state geological mapping advancing in partnership with Rosgeo. Minister Antonio Oburu Ondo will address investors at IAE, with the minerals program expected to feature in bilateral meetings.

Uganda – Rare Earths & Minerals Sector Opening

Uganda holds rare earth deposits in ionic adsorption clay formations — a deposit type the IEA has flagged for low capital intensity relative to hard rock alternatives — alongside gold mineralization across greenstone belts in the West Nile, Karamoja and Mubende regions. The Uganda Chamber of Energy and Minerals, with both its CEO and governing council chairperson confirmed for Paris, will serve as the primary interface for investors seeking access to Uganda’s licensing framework and project pipeline, at the same time as the country’s Tilenga and Kingfisher oil developments move toward first oil.

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

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APO Group Takes Gold at 2026 SABRE Awards – Second Consecutive Win Across Different Clients and Sectors

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Recognition spans technology, global sport, and culture, reflecting APO Group’s cross-sector communications performance across Africa

JOHANNESBURG, South Africa, March 26, 2026/APO Group/ –APO Group (www.APO-opa.com), the pan-African communications consultancy integrating advisory, execution, and proprietary news distribution, has won gold in the Northern Africa category at the 2026 Africa SABRE Awards for its campaign, GITEX Africa Morocco 2025: A Media-Fuelled Journey for Tech Excellence.

 

Delivered for GITEX Africa, the campaign generated more than 3,600 media clippings across African and global outlets, positioning the event as the continent’s leading technology and startup platform, while reinforcing Morocco’s emerging status as a regional technology hub.

Being honoured at the SABRE Awards is particularly meaningful because it reflects the impact of communication designed specifically for how African markets work

APO Group was a finalist in two additional categories for campaigns delivered for international organisations operating across Africa:

  • The Africa Flag 2025 Tournament: Raising the Game in Cairo – National Football League (Media Relations category)
  • Broadcasting Greatness: Elevating African Hoops and Culture at BAL 2025 – Basketball Africa League (BAL) (Media, Arts & Entertainment category)

The SABRE Awards recognise excellence in branding, reputation management, and engagement across the global communications industry. This latest accolade adds to APO Group’s growing record at these prestigious awards, following its win in 2025 for a campaign delivered for Canon Central and North Africa, as well as multiple finalist placements for campaigns supporting leading institutions such as GITEX Africa, Africa’s Business Heroes, and the Global Africa Business Initiative.

 

“Being honoured at the SABRE Awards is particularly meaningful because it reflects the impact of communication designed specifically for how African markets work,” said Bas Wijne, Chief Executive Officer at APO Group. “Successful pan-African campaigns combine strategic planning and strong local execution, together with a clear understanding of how different markets, media environments, and audiences connect with a story. It’s about designing communications that deliver measurable outcomes and help organisations engage effectively and confidently across Africa’s diverse media landscape.”

In addition to its SABRE Awards success, APO Group has received multiple major industry honours over the past year, including Gold and Bronze at the Davos Communications Awards for excellence in strategic communications and campaign execution. The company was also named Africa’s Leading PR Agency – 2025 by Brands Review Magazine and Best Public Relations & Media Consultancy Agency of the Year – 2025 by World Business Outlook.Operating across 54 African countries, APO Group provides communications advisory services, public relations, and media distribution through its proprietary newswire, Africa Newsroom, which places content on more than 250 Africa-focused news platforms worldwide.

Distributed by APO Group on behalf of APO Group.

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