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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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The Islamic Corporation for the Development of the Private Sector (ICD) Signs 13 Landmark Agreements to Promote Private Sector Growth in its Member Countries

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The signing of these agreements underscores ICD’s unwavering commitment to fostering prosperity through strategic partnerships and promoting access to finance and financial inclusion in its member countries

BAKU, Azerbaijan , June 25, 2026/APO Group/ –The Islamic Corporation for the Development of the Private Sector (ICD) (www.ICD-PS.org), a member of the Islamic Development Bank (IsDB) Group, is pleased to announce the signing of 13 significant financing and strategic cooperation agreements with various counterparts aimed at catalyzing economic development and bolstering private sector growth and initiatives across several member countries in diverse regions around the world. These agreements were signed during the 2026 Annual Meetings of the IsDB Group, held in Baku, Azerbaijan, under the theme “Regional Integration for Sustainable Prosperity”, which provided a platform for member countries to advance dialogue and cooperation on regional connectivity, resilience and inclusive growth. The signing of these agreements underscores ICD’s unwavering commitment to fostering prosperity through strategic partnerships and promoting access to finance and financial inclusion in its member countries.

 

In line with its mandate to support private sector growth in its member countries, the ICD and the Azerbaijan Business Development Fund (ABDF) signed a framework agreement to launch a managed Shariah-compliant line of financing program for SMEs during the opening ceremony of the IsDB Group 2026 Annual Meeting’s Private Sector Forum in Baku. Under this framework, the parties are to collaborate in deploying up to AZN 200 million within the next two years. The program introduces a local currency (AZN) financing channel by which, ICD, acting as ABDF’s agent, will blend ABDF’s AZN funds with ICD’s USD, EUR, and AZN resources to support SMEs and private sector growth in Azerbaijan. Through this initiative, the ICD, acting on its own behalf and on behalf of ABDF, will provide either single or multi-currency line of financing facilities to selected partner financial institutions in Azerbaijan for on-ward financing of eligible companies in the country. This arrangement is expected to help mitigate foreign exchange risk that has long hindered the growth of  Azerbaijani SMEs, especially those operating outside major cities in the country.

In a further attempt to explore bankable financing opportunities in Azerbaijan and facilitate the realization of its mandate of supporting private sector development in its member countries, the ICD also signed a Memorandum of Understanding (MoU) with the State Oil Company of the Azerbaijan Republic (SOCAR), establishing strategic cooperation between the two institutions to collaborate in financing  of infrastructure and energy projects in Azerbaijan and other member countries within existing public private partnership (PPP) frameworks. Under the Memorandum of Understanding, the parties will identify and evaluate financing opportunities for project companies established by SOCAR and its joint venture partners. Within this framework, ICD will provide financing solutions tailored to the specific requirements of the projects.

Further, the ICD signed a Mandate Letter with Azerconnect for a USD 20 Million financing facility for capex financing and an Expression of Intent Letter for a USD 15 Million Line of Financing Facility with Turan Bank for onward financing of SMEs and eligible companies in Azerbaijan.

In an effort to strengthen and deepen its operations in Nigeria, the ICD also signed a Mandate Letter with the Nigerian Export-Import Bank (NEXIM) for a USD 50 Million syndicated line of financing facility to be arranged by ICD to be used by NEXIM for financing eligible private sector entities in Nigeria.

In line with its mandate of promoting economic development in its member countries, the ICD also signed an Expression of Intent  Letter for a proposed EUR 50 million Line of Financing Facility with  Afriland Bank (Cameroon),  and a Final Term Sheet for Euro 20 Million line of finance facility with AFG Bank (Cameroon), each for the purpose of onward financing of SMEs and other eligible private sector companies in Cameroon. Under these facilities,  the ICD will be leading and supporting the arrangement and mobilization of resources and private capital to support the operations of these Cameroonian banks and thus contributing to fostering economic growth and prosperity in the country.

Consistent with its objective of having a diversified portfolio across its member countries, the ICD also signed a Murabaha Facility Agreement with Al Salam Bank of Bahrain (ASB) for a USD 50 million Line of Finance Facility for the purpose of  onward financing of eligible companies in Bahrain whose operations contribute or have the potential of contributing significantly to the  growth and development of SMEs and the private sector in general in Bahrain.

ICD has also signed a strategic Memorandum of Understanding  with DAMU Entrepreneurship Development Fund of Kazakhstan to establish framework for cooperation aimed at identifying and developing financing and guarantee opportunities for Lines of financing in Kazakhstan, with a focus on supporting SMEs and private‑sector entities.

To further its support to the growth of the private sector in Kazakhstan, the ICD also signed a strategic Memorandum of Understanding with KAZAGROFINANCE JSC of Kazakhstan (KAF) to establish a common ground for partnership between the parties and the Ministry of Agriculture of Kazakhstan to extend thematic agri-sector linked line of finance facilities  to KAF under the Ministry’s subsidy program to farmers in Kazakhstan.

Additionally, Leveraging on ICD’s recent and first successful credit enhancement transaction with the African Solidarity Fund (FSA) in Mauritania in partnership with Banque Mauritanienne de l’Investissement (BMI),  the ICD signed a strategic Expression of Intent Letter with FSA as a demonstration of their intent to upscale their partnership in the use of FSA’s guarantees as credit enhancement for ICD’s line of financing operations in selected common member countries of the Parties.

Finally, the ICD also signed a Strategic MOU with the Texel Group of UK to establish a platform of cooperation on credit portfolio enhancement through insurance. Through this MOU the parties are aiming to combine ICD’s origination and development financing capabilities with Texel Group’s structuring and placement expertise in the use of Non Payment Insurance to enhance risk management, optimize capital allocation, and mobilize additional financing into priority sectors, while enabling ICD to upscale its financing activities and efficiently manage portfolio concentration and credit exposure in its member countries.

All these signed agreements represent a major step forward in ICD’s efforts to promote sustainable economic growth and financial inclusion across its member countries. By strengthening partnerships with key financial institutions and development partners, ICD continues to play a vital role in supporting private sector growth and development in its member countries.

Distributed by APO Group on behalf of Islamic Corporation for the Development of the Private Sector (ICD).

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African Mining Week (AMW) to Unlock Zimbabwe’s $12B Mining Vision Through Direct Investor Partnerships

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A dedicated country spotlight at African Mining Week 2026 will showcase regulatory reforms and project developments across Zimbabwe’s mining value chain

CAPE TOWN, South Africa, June 25, 2026/APO Group/ –African Mining Week 2026 – The Most Influential Mining Conference in Africa – will connect Zimbabwean regulators and mining stakeholders with global investors to advance partnerships, as the country accelerates efforts to build a $12 billion mining industry by 2030.

Taking place from October 14 – 16 in Cape Town, AMW 2026 will feature a dedicated Zimbabwe Country Spotlight, showcasing lucrative opportunities across the country’s mining value chain. The country spotlight will feature high-level panel discussions, exclusive networking sessions and project showcases, connecting global investors and service providers with senior decision-makers from the Ministry of Mines and Mining Development of Zimbabwe, the Chamber of Mines of Zimbabwe and leading mining companies operating across the country.

The spotlight comes at a pivotal moment for Zimbabwe, as the country seeks fresh capital to unlock value from more than 60 known mineral occurrences spanning gold, lithium, platinum group metals, chrome, coal and rare earths.

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In a major move to improve investment competitiveness, Zimbabwe reduced mining-related license and permit fees in May 2026, lowering operational costs for investors while streamlining market participation. Registration fees for dealing in precious stones have been reduced from $15,000 to $10,000, while export permit fees have been cut from $1,875 to $500. New licensing categories – including permits for gold jewellery manufacturing and lithium processing plants – have also been introduced as part of a broader strategy to promote investments across in-country value addition projects. The reduction in fees for beneficiation projects follows the April 2026 introduction of export quotas for lithium concentrates ahead of a planned 2027 ban on concentrate exports. The shift is already reshaping the country’s lithium industry, with Zhejiang Huayou Cobalt achieving Zimbabwe’s first export shipment of lithium sulphate salts in April 2026.

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Coming into this picture, AMW 2026’s Zimbabwe Country Spotlight will provide investors with direct insights into these evolving regulatory frameworks, highlighting emerging investment and partnership prospects in lithium processing and across the mining value chain.

Zimbabwe’s gold sector is also positioned for renewed growth amid sustained high global gold prices (averaging $5,000 per ounce). In line with this momentum, Zimbabwe’s sovereign wealth fund, Mutapa Investment Fund, is seeking $250 million to expand gold mining operations. Against this backdrop, AMW 2026 offers a timely platform for investors to engage with one of Africa’s most prospective brownfield gold markets and explore opportunities across exploration, mine expansion and processing infrastructure.

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AMW 2026’s strong emphasis on artisanal and small-scale mining (ASM) formalization also aligns closely with Zimbabwe’s national mining development strategy. In May 2026, Zimbabwe certified 300 small-scale miners following completion of training programs safety, compliance and productivity. Supported by funding from Mutapa Gold Resources – a subsidiary of Mutapa Investment Fund – the initiative aims to train and formalize 1,500 ASM players.

 

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As the official platform where Africa’s mining opportunities are discussed and maximized, AMW 2026 will provide stakeholders with market intelligence on Zimbabwe’s evolving mining landscape and investment outlook.

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

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Afreximbank Africa Trade Report shows Africa can turn geopolitical disruptions into long-term growth opportunity

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The report highlights Africa’s continued growth resilience despite significant headwinds occasioned by escalating geopolitical tensions and ensuing economic shifts

CAIRO, Egypt, June 24, 2026/APO Group/ –African Export-Import Bank (Afreximbank) (www.Afreximbank.com) has launched the 2026 edition of its flagship African Trade Report themed “Leveraging Geopolitics for Trade and Industrialisation in Global Africa.” The report presents a comprehensive review of trade and economic developments across Africa and globally in the context of the 2025 operating environment, while outlining available strategic options for Africa to transform ongoing geopolitical tensions and associated supply chain disruptions into long-term resilience for growth and shared prosperity across the continent.

 

The report highlights Africa’s continued growth resilience despite significant headwinds occasioned by escalating geopolitical tensions and ensuing economic shifts. Reflecting the continent’s growth resilience, the report shows that while global economic growth slowed to 3.4 percent in 2025 and is projected to further ease to 3.1 percent in 2026, Africa’s real GDP growth strengthened from 3.4 percent in 2024 to 4.5 percent in 2025. This performance not only surpasses the global average but also highlights the continent’s improving economic fundamentals in a fractured world economic order.

Africa’s merchandise trade also delivered strong performance, expanding by 6.1 percent to reach approximately US$1.5 trillion, while aggregate inflation declined sharply from 21.6 percent in 2024 to 13.1 percent 2025. These outcomes reflect the stabilising effects of prudent macroeconomic management, ongoing policy and institutional reforms, and the countercyclical interventions of development finance institutions across the continent.

Commenting on the Africa Trade Report’s findings, Dr Yemi Kale, Group Chief Economist and Managing Director of Research and Trade Intelligence at Afreximbank, said:

By strategically leveraging these shifts, Africa can build a more resilient, competitive and inclusive economic future

Africa stands at a critical juncture. Geopolitical tensions and economic fragmentation are reshaping global trade patterns, but they also present a historic opportunity for the continent. By strategically leveraging these shifts, Africa can build a more resilient, competitive and inclusive economic future.

“It is imperative for the continent to act decisively to strengthen regional value chains, deepen industrial capacity, expand access to trade finance, and accelerate continental integration. Through coordinated policy action, strategic infrastructure investment, and stronger development finance institutions, Africa can build a more resilient, inclusive, and value-added trade ecosystem. Africa cannot afford to delay.”

The report further highlights that Africa’s export performance remains constrained by a persistent trade finance gap, estimated at approximately US$74 billion in 2025. The challenge is exacerbated by limited foreign exchange liquidity and the continued decline in correspondent banking relationships, factors that restrict the continent’s capacity to fully realise its trade and industrial potential.

At the same time, evolving shipping routes and prolonged disruptions to global logistics networks continue to extend delivery timelines and increase freight and trading costs. These pressures are particularly acute for African economies that remain heavily reliant on imported inputs and external markets, even as global supply chains increasingly reconfigure toward resilience, diversification, and emergence of alternative production hubs.

The report also outlines several strategic priorities, including the accelerated implementation of the African Continental Free Trade Area (AfCFTA), the expansion of digital payments infrastructure through the Pan-African Payment and Settlement System (PAPSS), and coordinated reforms to the global financial architecture. It further underscores the growing role of African financial institutions in strengthening economic resilience. Afreximbank, a founding member of the Alliance of African Multilateral Financial Institutions (AAMFI), disbursed US$17.5 billion in 2024 and is working to double intra-African trade finance by 2026. Meanwhile, Pan African Payment and Settlement System (PAPSS) is already helping to reduce transaction costs and lessen reliance on foreign currencies across the continent.

As geopolitical tensions continue to reshape global supply chains and trade patterns, the continent’s ability to leverage these shifts will depend on strengthening industrial ecosystems, expanding intra-African trade, and sustaining coordinated financial support. Ultimately, a combination of adaptive policy frameworks, strategic trade positioning, and robust direct foreign investment interventions will be central to driving a resilient, inclusive, and sustainable industrialisation pathway for Global Africa. The imperative now is to act with ambition and urgency. This would require accelerating the implementation of the African Continental Free Trade Area (AfCFTA), expanding intra-African trade finance, strengthening transport and logistics infrastructure, and deepening digital payment systems through the Pan-African Payment and Settlement System (PAPSS).

The full report can be downloaded here:  https://apo-opa.co/4xNkbFx

Distributed by APO Group on behalf of Afreximbank.

 

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