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Global advertising spend to surpass $1trn for first time this year

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WARC
Projected 10.7% rise in global spend this year equivalent to an additional $104bn in advertiser investment, the second-highest absolute rise on record

One in five dollars (22.1%) spent on ads outside of China is paid to Google; DOJ ruling now threatens $32.9bn of potential growth over the next two years

Advertisers are due to spend $299bn this holiday season, with online platforms such as Amazon ($16.9bn in holiday-season ad revenue) set to be the biggest beneficiaries

WARC Global Ad Spend Outlook 2024/25 – November 2024 update
27 November 2024 – A new study from WARC, the experts in marketing effectiveness, has found that global advertising spend is on course to grow 10.7% this year to a total of $1.08trn – the strongest growth rate in six years and the largest absolute rise on record if the post-Covid recovery of 2021 (+27.9% year-on-year) is disregarded. The new forecast, published today, represents a 0.2 percentage point (pp) upgrade on WARC’s last global forecast in August.  
 Ad spend growth is also anticipated next year (+7.6%) and in 2026 (+7.0%), culminating in a global advertising market worth $1.24trn. Global ad investment has more than doubled over the last decade and has grown 2.8x faster than global economic output since 2014.WARC’s latest global projections are based on data aggregated from 100 markets worldwide. New for this edition, WARC is leveraging a proprietary neural network which projects advertising investment patterns based on over two million data points, spanning macroeconomic data, media owner revenue, marketing expenses from the world’s largest advertisers, media consumption trends and media cost inflation. It is believed to be one of the most comprehensive advertising market models available to the industry today.While the headline growth rate is mostly being driven by online media, a good year for TV has also made a notable contribution. Linear TV spend is expected to end the year 1.9% higher, at $153.6bn, following two years of decline. TV has been boosted by political advertising – particularly in the US – during the fourth quarter and both the Paris Olympics and the Euro 2024 football tournament in the third. Linear TV now accounts for just 14.3% of global advertising spend, however, down from a peak of 41.3% in 2013.Building upon a solid performance for legacy media, pure play internet, which encompasses advertising revenue among online-only businesses such as Alphabet, Amazon and Meta, is poised to grow by 14.1% to a total of $741.4bn – over two thirds (68.8%) of all ad spend.Social media is the largest individual sector within pure play internet – and the largest advertising medium of all by extension – with a total of $252.7bn this year equivalent to 23.5% of the global ad market. Prospects for the social market have been revised upwards this year to +19.3%, owing mostly to stronger-than expected results for Facebook, Instagram and TikTok over the first nine months of the year.James McDonald, Director of Data, Intelligence and Forecasting, WARC, and author of the research says: “Our latest forecast anticipates $104bn in incremental advertising spend worldwide this year, the largest rise in history if the post-pandemic recovery year of 2021 were discounted.“Whether this boom will sustain remains unclear, however, as 2025 presents a sliding doors moment due to heightened regulatory pressures on Google and TikTok – together a quarter of the ad market outside of China. This, alongside an increasingly challenging geopolitical climate, may spell uncertain times ahead for the businesses that rely on advertising trade.“By leveraging WARC’s proprietary neural network, which delivers timely and precise insights based on over two million datapoints, practitioners can navigate these dynamic conditions and plan ahead for a rapidly evolving advertising landscape.”Key themes outlined in WARC’s Global Ad Spend Outlook 2024/25 Q4 update are:GOOGLE’S 90% SHARE OF SEARCH MARKET IS A MONOPOLY, DOJ RULESOne in five dollars (22.1%) spent on advertising outside of China is paid to Google for its search services. Further, at an expected $197.7bn in 2024 (+13.0% year-on-year), Google alone accounts for 90.1% of all search advertising (excluding China). These commanding shares are similar in the US, leading the Department of Justice (DOJ) to rule last week that Google has an effective monopoly on the search market.The court believes that Google also uses its search dominance to inflate the cost per click (up by approximately 7.5% this year) and maintain superior targeting, effectively blocking competitors from offering viable alternatives.Outcomes from the ruling range from Google ceasing payments to handset manufactures and others for default preference – at a cost of approximately $30bn per annum – to the selling off of its Chrome business to a third party.One potential suitor – Bing – still struggles with adoption and advertiser investment despite Microsoft’s $100bn investment, accounting for just 5.9% of search spend outside of China. Bing’s ad revenues are expected to be up just 5.1% this year – compared to a rise of 11.9% for total search and 13.0% for Google – to a total of $12.9bn.Apple already makes $5.1bn from search ads, mostly via its app store, per Omdia Advertising Intelligence estimates, and could create its own search engine given its financial and distribution resources. The device manufacturer may hesitate to proceed, however, due to the high costs associated with maintaining a search business aside a general strategic misalignment. A leftfield entrant – perhaps Elon Musk’s X on the lookout for new revenue streams after losing $5.9bn in ad revenue since its 2022 takeover – may materialise, but on the whole natural successors to Google remain unclear.With the ongoing uncertainty around the practicalities of the DOJ ruling, and the probability that Google will appeal it vigorously in the coming months, WARC is maintaining its growth forecast of +9.0% next year and +7.0% in 2026 for the company while the situation develops, leaving a potential $231bn ad business and $32.9bn of growth in the balance over the next two years.HOLIDAYS ARE COMINGAdvertisers the world over are expected to spend $299.2bn during the final quarter of the year, well over half of which will be spent during the holiday season. This represents a 10.2% rise from the previous year, up marginally (+0.2pp) from our August forecast.The fourth quarter is crucial for retailers, typically accounting for over 30% of annual ad spend within the sector which represents the intense battle for consumer salience and share of wallet each year. Retailers will spend $45.6bn on advertising during Q4 2024, up 5.0% compared to last year. TV is set to attract 15.9% of this spend, at $6.8bn, with nearing a quarter (23.3%) of this – $1.6bn – spent on ads delivered via connected TVs (CTV) so as to leverage the additional targeting capabilities these devices can afford advertisers.Advertising on retail media platforms is also set to peak during the fourth quarter as brands vie to reach consumers close to the point of purchase. Globally, retail media spend is forecast to rise 16.4% in Q4 2024 to a total of $46.2bn – a new high. Amazon alone is expected to net $16.9bn from advertisers at this time, up 18.0% from the previous year.The technology and electronics sector is expected to spend most in online retail media environments during the fourth quarter, with an anticipated total of $7.2bn up 18.7% from last year. For context, this is over three times more than the sector spends on TV.It’s also a big time of year for fast-moving consumer goods (FMCG) brands, with the alcoholic drinks (+13.5% to $3.9bn), cosmetics (+13.8% to $5.2bn), food (+19.4% to $5.4bn) and soft drinks (+22.0% to $4.5bn) sectors all increasing retail media spend and allocating an increasing share of their ad budgets to online retail platforms this year.Overall, retail media ad spend is forecast to reach $154.8bn this year, with a further rise of 14.8% expected next year and 13.5% in 2026, by when the market would be worth $201.6bn.CANADA CALLS TIME ON TIKTOKThis month, the Canadian government ordered TikTok Technology Canada, Inc. to wind up its Canadian operations under the Investment Canada Act, citing national security concerns. This move forces TikTok to halt sales operations in Canada but does not block Canadians’ access to the app or its content creation capabilities. TikTok has vowed to challenge the order in court.There are few signs that advertisers are reining in their TikTok budgets; WARC believes TikTok’s ad billings grew by 27.1% to $17.8bn over the first nine months of 2024, even as the prospect of tighter regulation comes into sharper focus.Globally, TikTok’s audience is now almost at parity with Instagram, but users spend twice as long with TikTok. A ban is most likely to be to the benefit of Instagram, Snap and, to a lesser extent, YouTube thanks to its analogous Shorts format, mostly due to the migration of content creators.Brian Wieser of Madison & Wall estimates that some C$500m annually will be up for grabs if TikTok were to exit Canada. This scenario has not yet been factored into WARC’s forecasts pending the appeal process; indeed, WARC now expects TikTok to generate $24.6bn in advertising revenue (excl. China) this year, a rise of 25.9% from 2023 but equivalent to just 9.1% of all social advertising spend.A complimentary executive summary by WARC’s James McDonald, author of the report, is available to read here. WARC subscribers can read the article and access additional data here.

Business

PAC Capital Limited Secures Seven Prestigious International Awards, Reinforcing Leadership in Investment Banking and Advisory

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PAC Capital’s recognition reflects its extensive footprint across key African markets, supported by strong partnerships with multilateral institutions, global investors, and strategic allies

We are proud of this milestone and even more excited about the opportunities ahead

LAGOS, Nigeria, May 21, 2026/APO Group/ –PAC Capital Limited (www.PACCapitalLtd.com), a leading investment banking and financial advisory firm in Nigeria, has been honoured with seven distinguished awards across two globally recognised platforms, further solidifying its position as a market leader in capital markets, advisory, and cross-border investment solutions.

 

At the Gazet International Awards 2026, PAC Capital Limited emerged winner in five categories:

  • Best Investment Banking & Financial Advisory Firm – Nigeria 2026
  • Excellence in Capital Markets & Fundraising Solutions – Nigeria 2026
  • Best Debt & Equity Capital Advisory Firm – Nigeria 2026
  • Excellence in Cross-Border Investment & Capital Solutions – Africa 2026
  • Outstanding Infrastructure & Project Finance Advisory Firm – Africa 2026

In addition, the firm was recognised by World Business Outlook Awards 2026 with two major honours:

  • Most Preferred Investment Banking Firm Nigeria 2026
  • Best Investment Banking and Advisory Firm Nigeria 2026

These recognitions underscore PAC Capital’s strong institutional capacity, robust regulatory foundation, and consistent delivery of innovative financial solutions across Equity Capital Markets, Debt Capital Markets, and specialised finance and advisory services.

Commenting on the achievement, Humphrey Oriakhi, Managing Director stated:
“This multi-award recognition is both humbling and affirming. It reflects the deliberate strategy we have pursued to build a resilient, full-service investment banking platform capable of delivering complex, high-impact transactions across markets. As we continue to deepen our footprint in Africa and expand across Global Africa, our focus remains on creating sustainable value for our clients and stakeholders through innovation, discipline, and strong execution.”

PAC Capital’s recognition reflects its extensive footprint across key African markets, supported by strong partnerships with multilateral institutions, global investors, and strategic allies. The firm’s involvement across diverse sectors—including oil and gas, power and energy, infrastructure, aviation, information technology, and the public sector—demonstrates its versatility and depth in delivering tailored financial solutions.

Bolarinwa Sanni, Executive Director, PAC Capital Limited:
“These awards speak to the strength of our client relationships and our ability to consistently deliver tailored financial solutions in an increasingly dynamic market environment. We have built a reputation for excellence across capital markets, advisory, and project finance by staying responsive to client needs and maintaining the highest standards of professionalism. We are proud of this milestone and even more excited about the opportunities ahead.”

As a founding member of Nigeria’s OTC securities trading platform and a registered Issuing House and Bonds Listing Member with FMDQ, PAC Capital continues to uphold some of the highest regulatory and governance standards within the Nigerian financial services industry.

 

Distributed by APO Group on behalf of PAC Capital Limited.

 

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How the Product Leadership Accelerator (PLA) is Re-Engineering African Enterprises for a Digital-First Economy

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Leadership

As Africa looks to technology for the next wave of economic evolution, the PLA stands at the center of that journey, turning the SVPG Product Operating Model into a reality for the continent’s most innovative and ambitious enterprises

LAGOS, Nigeria, May 20, 2026/APO Group/ –As the global community celebrates World Product Day, a profound shift is taking place across Africa’s enterprise landscape. The Product Leadership Accelerator (PLA), www.AfricaPLA.com, an initiative of the Innovate Africa Foundation, is officially setting a new gold standard for how value is created and scaled, in Africa, by transforming African enterprises from traditional service providers into high-velocity, “product-led” engines of growth.

 

The PLA is bridging the gap between legacy business models and the modern Product Operating Model. This methodology, practiced by global companies like Apple, Netflix and Amazon, is now being localized, through the PLA, to ensure African enterprises and startups alike solve the continent’s toughest challenges through relentless innovation and de-risked execution.

Building a Pan-African Product Management Talent Pipeline

The PLA is currently powering its 2026 Accelerator Program, a rigorous 12-week program featuring 48 product managers from 13 African countries, including Nigeria, Egypt, Ghana, South Africa, and Kenya. In a significant move for gender equity in tech, the cohort maintains a female representation of about 54%, ensuring the future of African product leadership is as diverse as the markets it serves.

As the fellows tackle real-world problem statements across diverse industries during the 12 week accelerator program, they are mentored by an elite roster of practitioners who have built products at enterprises such as Interswitch, Netflix, Amazon, Microsoft, Paystack, and mPesa. They also receive strategic, high-level guidance from global product legends Marty Cagan and SVPG Partner Christian Idiodi.

“Building in Africa requires a distinct level of empathy, adaptability, and mastery of the product operating model,” explains Nkem Nweke, Lead at the PLA. “We empower leaders and enterprises to harness tools like AI while offering them strategic product management advisory. Our goal is to support companies in adopting a product-led culture which drives sustainable economic growth. By mitigating risks before investing significant capital or public resources, we help both enterprises and startups create solutions that truly meet market and consumer needs.”

Enterprise Transformation and Proven Outcomes

Our goal is to raise product leaders who are deeply versed in the mechanics of discovery and delivery

The impact of the PLA extends deep into the corporate sector through its specialized Product Management Advisory. Organizations reliant on technology spanning telecoms, FMCG, commerce, retail, finance, and government, are increasingly seeking to leverage the PLA’s expertise to shift their product teams from traditional project-based approaches to outcome-driven product cultures that drive growth.

The effectiveness of the PLA’s approach is best seen through its corporate partnerships. Afrinvest, a leading financial institution, serves as a primary example of how the PLA’s advisory services drive immediate corporate value.

“The PLA didn’t just upskill one individual; it has been a game-changer for our internal innovation culture, sparking a ripple effect of outcome-driven progress throughout our entire product department. “says Victor Ndukauba, Deputy MD, West Africa Afrinvest. “Seeing the speed at which our team can now identify and solve real consumer problems is why we’ve increased our participation this year.”

This sentiment is echoed by partners like Insight7, One Cluster and Agile Product Management, who view the PLA as the engine room for the continent’s digital maturity.

Central to this transformation is integrating tools like Artificial Intelligence (AI), enabling product managers to achieve world-class standards, driving efficiency, and ensuring African businesses set the pace for global innovation.

De-Risking African-Built Solutions

For founders, the stakes have never been higher. “Our goal is to raise product leaders who are deeply versed in the mechanics of discovery and delivery, ” notes Osa Awani, Head of Program at the PLA. “We see the shift happening in real-time as our fellows move from theoretical knowledge to building solutions that address market friction with surgical precision.” When founders and Product Managers master the product operating model, they stop guessing; and with a commitment to solving real problems, African product leaders will not only compete globally they will lead.”

Impact by the Numbers

  • 13 Countries: Active representation in the 2026 cohort, including Nigeria, South Africa, Ghana, Egypt, Kenya, Rwanda, Zimbabwe, Cameroun, Egypt and more.
  • 54%+ Female Representation: Leading the charge in inclusive tech leadership.
  • Scores of Scholarships: The Innovate Africa Foundation has provided scholarships to dozens of African product managers to attend prestigious SVPG Masterclasses, resulting in career promotions, career pivots to executive leadership, and the launch of new tech ventures.
  • 3-City Product Tour: Recently concluded engagements with product leaders across Lagos, Nairobi, and Cape Town.

A Future Defined by Innovation

Founded by Christian Idiodi, (partner at the globally renowned Silicon Valley Product Group),  the PLA is rooted in the belief that the intersection of world-class tools such as Artificial Intelligence (AI) and strategic product management is essential to mastering the craft of creating exceptional products for Africa; thereby unlocking Africa’s economic potential. By offering cutting-edge tools, a robust network, and the innovative mindset of the world’s most successful organizations, the PLA ensures Africa’s challenges are addressed with future-ready, world-class solutions.

Distributed by APO Group on behalf of Product Leadership Accelerator (PLA).

 

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Congo’s Minister Onanga to Fast-Track Deals, Drive Local Content and Expand Floating Liquefied Natural Gas (FLNG) in New Investment Push

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Congo

High-level talks between the Republic of Congo’s Minister of Hydrocarbons Stev Simplice Onanga and the African Energy Chamber focused on accelerating deal flow, strengthening local content and SNPC, and advancing FLNG expansion to position the country as a regional gas hub

BRAZZAVILLE, Republic of the Congo, May 20, 2026/APO Group/ –The African Energy Chamber (AEC) (www.AfricanEnergyChamber.org) has reinforced its strategic partnership with the Republic of Congo following a high-level meeting between Executive Chairman NJ Ayuk and newly appointed Minister of Hydrocarbons Stev Simplice Onanga in Brazzaville this week, setting the stage for a renewed push to accelerate investment, strengthen local capacity and expand the country’s LNG footprint.

 

Held shortly after Minister Onanga’s appointment, the meeting underscored a shared commitment to faster, more efficient deal-making across Congo’s oil and gas sector. Both sides emphasized that reducing delays in project approvals and execution will be critical to maintaining Congo’s competitiveness and attracting new capital into upstream and gas development.

 

A key focus of discussions was the development of a stronger local industry. Minister Onanga outlined a clear ambition to see Congolese companies grow beyond traditional service roles to become operators, license holders and regional players capable of competing across African markets. This includes building companies that not only support domestic projects, but can also export expertise and services beyond Congo.

 

The AEC welcomed this vision, committing to work closely with the Ministry to help develop a new generation of competitive Congolese firms. This effort will focus on strengthening technical capacity, expanding access to opportunities in field development and drilling, and ensuring local companies are positioned to participate more meaningfully across the value chain.

 

In parallel, Minister Onanga called for enhanced collaboration to strengthen Société Nationale des Pétroles du Congo (SNPC), with the goal of transforming it into one of Africa’s leading national oil companies. The vision is for SNPC to evolve beyond its current partnership model with international oil companies to take on a more operational role – managing assets, leading projects and driving exploration and production both domestically and, over time, internationally.

 

“Congo is focused on building a stronger national energy ecosystem from the ground up,” said Ayuk. “We agreed with the Minister on the need to develop Congolese companies into competitive players that can scale beyond borders. Strengthening SNPC is central to this, so it becomes a more active operator, managing and developing assets. This is about building long-term capacity in-country and positioning Congo as a leading force in African energy.”

With Minister Onanga, we’re seeing a real commitment to getting things done – moving deals faster, empowering Congolese companies and scaling LNG

 

Beyond local industry development, the meeting reinforced Congo’s broader ambition to strengthen its position within Africa’s energy landscape. Minister Onanga highlighted his intention to align national strategy with continental priorities, drawing on his experience as former Chair of the African Petroleum Producers’ Organization (APPO) Board of Governors. Continued engagement with institutions such as APPO and OPEC will remain central to this approach.

 

Gas development – particularly floating LNG (FLNG) – emerged as another key pillar of the discussion. Congo has already made significant progress through projects such as Eni’s Congo LNG development, where the 0.6 mtpa Tango FLNG and the upcoming Nguya FLNG facility are expected to increase the country’s LNG export capacity to around 3 mtpa.

 

Building on this momentum, discussions pointed to the potential for additional FLNG developments. With ongoing conversations around new projects and favorable conditions aligning, a future FLNG expansion could further scale production and reshape Congo’s role in the regional gas market. Expanding capacity would not only strengthen export revenues, but also support domestic gas utilization and industrial growth.

 

“With Minister Onanga, we’re seeing a real commitment to getting things done – moving deals faster, empowering Congolese companies and scaling LNG,” added Ayuk. “The stars are aligning for Congo to lead the continent in floating LNG. If this momentum continues, there’s no doubt the country can position itself as one of Africa’s leading gas hubs.”

 

With a renewed focus on fast-tracked investment, local industry development and LNG expansion, the AEC’s engagement with Congo signals a more execution-driven phase for the country’s energy sector – one aimed at building in-country value, strengthening regional influence and delivering long-term growth.

 

 

Distributed by APO Group on behalf of African Energy Chamber.

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