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Facebook global advertising revenue to surpass $100bn in 2024 fuelled by innovation in AI and commerce to attract Gen Z

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Facebook

Retailers will invest $20bn on Facebook in 2024
Facebook has a global advertising audience of 2.2 billion. More than three-quarters of US adults use Facebook
But share of the global social market is dwindling: 88.9% in 2013 to 38.2% by 2025
Asian advertisers are targeting Western consumers on Facebook
Brands using AI tool Advantage+ see higher ROAS

WARC Media’s Platform Insights: Spotify

11 December 2024 – Social media pioneer Facebook has withstood the changing tides of digital global advertising for more than two decades. Still reigning with advertising revenue set to top $100bn this year, and a global advertising audience of 2.2 billion, Facebook is both the most-populous and best-monetised social media platform in the world.

Its revival since 2022 has been fuelled by APAC advertisers targeting Western consumers, alongside the fruits of AI innovation and a pivot away from targeting in favour of outcomes.

Alex Brownsell, Head of Content, WARC Media, and author of the report, says: “In this WARC Media report, we prise apart Facebook’s latest advertising revenue and user behaviour trends from those of its Meta parent company, and explore the platform’s latest revival in its quest to win a new Gen Z audience.”

Providing evidence-based insights on the challenges and opportunities Facebook has to offer, this latest Platform Insights report from WARC Media offers an overview of the key data points that advertisers need to know about the platform spanning investment, consumption and performance.

Investment: Facebook’s advertising revenue to cross $100bn in 2024

While Meta does not split revenue by platform, WARC Media forecasts show that Facebook’s Q3 2024 ad revenue grew 13.2% year-on-year, albeit slower than parent Meta (19.0%).

Facebook is on track to earn $100.1bn in advertising revenue this year, rising to $112.8bn in 2026, making it only the second media brand – after Google in 2020 – to exceed $100bn in global ad revenue.

But its share of the global social market is dwindling. In 2013, almost nine in 10 social ad dollars went to Facebook (88.9%). By 2025, ad spend on Facebook will have halved to 38.2%, with Instagram and TikTok, in particular, fast catching up.

Innovation in AI and commerce is drawing retailers of all sizes to boost spend on Facebook. Investment by retailers is set to top $20bn in 2024, per WARC Media forecasts. Meta studies claim that AI tools, such as Advantage+ Shopping Campaign (ASC), drive a 12% improvement in ROAS in two years. More than a third (38%) of Meta spend studied by Fospha went to Advantage+, reflecting a strategic shift of brands prioritising “ease of management” and greater performance gains from AI automation.

Analysis by WARC Media has found that Asian brands are spending more on advertising on Meta platforms, including Facebook, but are targeting users in other regions. This is a trend that has accelerated over the last 12 months.

In the US, advertising spend on Facebook is set to grow to $39.5bn in 2024, up 11.6% year-on-year. However, ad revenue growth will slow substantially in 2025 and 2026, per WARC Media’s latest forecast data. This is in stark contrast to Instagram, which is expected to achieve near-20% growth over the next two years. But, while Facebook’s growth has slowed, its advertising business remains twice the size of the US OTT market, four times that of TikTok and commands a 29% share of US retailer spend, according to Sensor Tower.

Consumption: Facebook’s global advertising audience exceeds 2.2 billion. In the US, more than three-quarters of adults use the platform

Facebook is one of the most popular digital platforms in the world, with a global advertising audience of 2.2 billion and 3 billion monthly users.

More than three-quarters of US adults use Facebook, according to a survey by GWI, with nine in 10 Americans using it to keep up with friends and family. Yet Facebook has long faced “age issue” stereotypes, and trails behind Instagram, TikTok and Snapchat in usage by Gen Z in the US.

To attract a new Gen Z audience for long-term growth, Facebook is prioritising creators, groups (for communities and information), long-form video (such as Stories and Reels), and moving away from news and political content.

Facebook ranks among the top three commercial media brands for reach in the UK across all age

groups, and sits in second place for all adults, behind only ITV. In Asia Pacific, Facebook is the

most influential platform for purchases in APAC, per GWI.

Performance: AI brings greater power to Facebook

Trust is likely to prove a key criterion for ad spend in media’s algorithmic era, as marketers cede control to AI tools to deliver their desired campaign goals.

Facebook scored highly in a Kantar survey of global marketers on its data trustworthiness, with only Alphabet-owned Google and YouTube doing better.

Over a million advertisers used Meta’s AI tools in the last month. Meta wants advertisers to trust its AI tools to help ads reach the parts untouched by traditional targeting methods as well as for creative diversity.

Some performance-driven advertisers are pivoting towards “full-funnel” tactics on Meta platforms including Facebook. Research indicates that balancing conversions with upper-funnel goals (e.g. reach and awareness) on Facebook can be more cost efficient, as well as stimulating future demand.

Brands using Image Generation saw a 7% increase in conversions, according to the company, and early tests by Fospha suggest that Meta’s AI tools such as Advantage+ are helping advertisers optimise for conversions and maximise ad spend returns.

Platform Insights: Facebook is part of a series of reports exclusive to WARC Media subscribers, which include an overview of platform investments, media consumption and performance insights. This latest report follows Platform Insights: Pinterest, TikTok, YouTube, Instagram, Snapchat and Spotify.
 



 

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Liberia to Preview Next Oil & Gas Licensing Round Strategy at Houston Investor Day

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The Liberia Petroleum Regulatory Authority will host operators, investors and partners in Houston on August 19 to preview future licensing opportunities and showcase the exploration potential of its offshore basins

HOUSTON, United States of America, August 7, 2026/APO Group/ –The Liberia Petroleum Regulatory Authority (LPRA) will present its strategy for the country’s next offshore licensing round at Liberia Investor Day Houston on August 19, bringing together international exploration companies, investors, service providers and energy leaders to discuss the next phase of Liberia’s upstream development.

Hosted in partnership with Energy Capital & Power, the event will provide a platform for the LPRA, led by Director General Hon. Marilyn T. Logan, to outline Liberia’s regulatory framework, investment priorities and plans to attract new participation across the country’s offshore sector. Discussions will focus on upcoming licensing opportunities, exploration prospects and the subsurface data supporting future investment decisions.

Liberia’s offshore sector is entering a new phase of exploration activity, with renewed international participation and a growing pipeline of opportunities. Following the award and ratification of eight Production Sharing Contracts in 2025, Liberia has re-established itself as a frontier exploration destination, with international operators advancing work programs designed to further evaluate the country’s petroleum potential. TotalEnergies is progressing exploration activities that include offshore geochemical surveys, 3D seismic acquisition and seabed mapping, while Oranto Petroleum has also signed contracts to explore Liberia’s offshore.

At the Liberia Investor Day Houston, the LPRA will provide industry stakeholders with insight into the priorities shaping the next licensing round, including the anticipated process, qualification requirements, available acreage and access to technical data. The engagement will give prospective investors a clearer view of Liberia’s exploration landscape and the opportunities emerging across its offshore basins.

The event will also facilitate direct dialogue between LPRA and the global upstream community, connecting companies with policymakers and industry stakeholders involved in shaping Liberia’s next chapter of petroleum development.

As exploration companies continue to seek new frontier opportunities, Liberia Investor Day Houston will highlight the role of regulatory certainty, data availability and strategic partnerships in unlocking long-term investment across Liberia’s offshore sector.

Registration is now open for attendees. Companies interested in Liberia’s emerging offshore opportunities are invited to join LPRA, investors and upstream leaders in Houston for insights into the country’s licensing strategy and exploration outlook. For more information contact info@energycapitalpower.com.

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

 

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Beyond Stabroek: Guyana’s Offshore Basin Attracts New Wave of Exploration Investment

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As ExxonMobil advances appraisal activity in Stabroek and new operators target frontier acreage, Guyana is attracting global capital and building a diversified offshore portfolio designed to sustain long-term growth

GEORGETOWN, Guyana, August 7, 2026/APO Group/ –Guyana’s transformation into one of the world’s fastest-growing oil producers is entering a new phase, with a growing network of IOCs expanding exploration activity across the country’s offshore basin. Beyond the landmark discoveries that first put Guyana on the global energy map, new drilling campaigns and licensing partnerships are creating a broader exploration ecosystem designed to support long-term production growth.

At the center of this momentum is ExxonMobil’s continued exploration and appraisal activity in the prolific Stabroek Block. The company has submitted a proposal for a 35-well exploration and appraisal drilling campaign, expected to run from 2028 through 2033, pending regulatory approval. The program would build on more than 30 commercial discoveries already made in the block, with drilling activity focused on evaluating new prospects and appraising existing discoveries to support future development opportunities.

Exploration activity is also extending into Guyana’s frontier acreage, with ExxonMobil advancing drilling operations at the deepwater Canje Block. The company has deployed the Noble Stena Carron drillship for exploration activity, highlighting continued industry interest in evaluating Guyana’s underexplored offshore potential beyond the established Stabroek Block.

Guyana’s strong exploration outlook comes as the country’s economy continues to benefit from rapid oil sector expansion, with hydrocarbons expected to remain a key driver of exports, government revenues and economic growth. As production scales up, attracting additional investment across exploration, services and infrastructure will be critical to supporting the next phase of development.

That momentum is being reinforced through partnerships established under Guyana’s 2023 offshore licensing round. A consortium comprising TotalEnergies, QatarEnergy and Petronas is advancing exploration activities in Block S4 under a five-year production sharing agreement signed with the government in late 2025. The award represents one of the first major outcomes of the licensing round and demonstrates continued international confidence in Guyana’s offshore resource potential.

Beyond the largest operators, a diverse group of companies is also expanding activity across Guyana’s offshore basin. Eco Atlantic is advancing exploration at the Orinduik Block; CGX Energy and Frontera Energy are progressing work in the Corentyne Block; Occidental is evaluating opportunities in the Roraima Block; while Ratio Guyana and Cataleya Energy hold interests in the Kaieteur Block. Together, these partnerships are broadening Guyana’s exploration landscape, increasing competition for acreage and creating opportunities for future discoveries.

As Guyana transitions from an emerging producer to a global energy hub, the next challenge will be converting exploration success into sustainable investment, local value creation and regional growth. These opportunities will be explored at Caribbean Energy Week 2027, held under the theme “Unlocking the Caribbean Energy Corridor: Oil, Gas, LNG & Investment for a New Global Hub.” Bringing together governments, IOCs, investors and technology providers, the event will examine how Guyana’s expanding partnerships can accelerate offshore development, strengthen regional energy cooperation and attract the capital needed to support the Caribbean’s evolving energy landscape.

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

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Energy Capital & Power Establishes London Entity, Expanding Global Platform for Energy and Mining Events

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The move strengthens ECP’s presence in the UK and Europe, and its ability to connect African and South American markets with global investors

LONDON, United Kingdom, August 6, 2026/APO Group/ –International events company Energy Capital & Power (ECP) (www.EnergyCapitalPower.com) has officially established its UK entity in London, marking a milestone in the company’s growth strategy and reinforcing its ability to deliver world-class energy and mining events and campaigns in the UK and Europe.

By establishing a presence in a key hub like London – the pre-eminent energy and mining finance center – ECP actively shapes the global energy conversation. The expansion positions ECP to better serve clients, partners and investors seeking to develop business opportunities between Africa, Europe, the Americas and energy markets worldwide.

Opening our UK company brings ECP closer to key investors in the global energy finance capital

The milestone comes as ECP strengthens its reach through a series of investment platforms that connect global capital to energy and mining projects. These include the Venezuela Energy Week London Showcase on July 30 – with over 300 delegates registered – and the annual Invest in African Energy Forum, held in Paris as the premier event connecting global investors to Africa’s energy transformation.

ECP hosts high level summits and investor conferences in leading energy and minerals producing countries in Africa and South America, including: Venezuela Energy Week; Angola Oil & Gas; MSGBC Oil, Gas & Power; African Mining Week; Libya Energy & Economic Summit; Congo Energy & Investment Forum; South Sudan Oil & Power; and Caribbean Energy Week. The company has hosted investor forums and supported licensing round roadshows in Houston, London and Paris since 2016.

“Opening our UK company brings ECP closer to key investors in the global energy finance capital,” states CEO James Chester. “Having a permanent presence in London further cements our footprint in Europe, enabling us to fulfil our mission to bring minerals and energy investment to diverse global markets.”

With teams located across Africa, Europe and the Americas, ECP has long-facilitated strategic engagement, market intelligence and industry convening, uniting investors with leading energy and mining projects.

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

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