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

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WARC forecast

Projected 10.5% rise in global spend this year represents a 2.3 percentage point (pp) upgrade to WARC forecast, reflecting the uptake of AI-enabled media tools

North America to grow 8.6% this year to $348bn, APAC market worth $272bn but growth cools to just 2.0%, Europe forecast to rise 5.0% to $165bn, Latin America +6.2% to $32.1bn, Middle East largely unaffected by looming threat of regional conflict +4.2% to $12.6bn

US political spend set to reach $15.8bn this year; $3.6bn spent across social platforms with growth rapidly increasing since change of Democratic candidate

WARC Global Ad Spend Outlook 2024/25 – A Decade of Consolidation

22 August 2024 – A new study from WARC, the experts in marketing effectiveness, has found that global advertising spend is on course to grow 10.5% this year to a total of $1.07trn – the best performance in six years if the post-Covid recovery of 2021 (+27.9% year-on-year) is disregarded.

Ad spend growth is also anticipated next year (+7.2%) and in 2026 (+7.0%), culminating in a global ad market worth $1.23trn. Global ad investment has more than doubled over the last decade, and has grown 2.8x faster than global economic output since 2014. Just three companies – Meta, Amazon and Alphabet – account for more than 70% of this incremental spend. This trifecta is expected to attract 43.6% of all advertising spend this year, rising to a share over 46% by 2026.

WARC’s latest global projections are based on data aggregated from 100 markets. New for this edition, WARC is now leveraging an advanced neural network machine learning model 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.

The new projections show that ‘pureplay’ (i.e. online only) internet companies are set to record a 14.0% rise in advertising revenue this year, reaching a total of $735.7bn. In total, almost nine in every ten (88.5%) incremental dollars spent on advertising this year will go to online-only businesses, with half (52.9%) being paid to Alphabet, Amazon and Meta. Taken together, pureplay platforms are set to account for over 70% of all advertising spend worldwide next year.

Retail media (+21.3%), social media (+14.2%) and search (+12.1%) are set to lead digital growth in 2024, with these three sectors alone accounting for over 85% of online spend and almost three in every five (58.7%) incremental dollars spent on advertising worldwide this year. All are benefiting from the increased adoption of AI-driven ad services and growing appreciation of first party data.

James McDonald, Director of Data, Intelligence and Forecasting, WARC, and author of the research says: “The global ad market has doubled in size over the last decade, with advertising investment growing almost three times faster than economic output since 2014. Three companies – Alphabet, Amazon and Meta – have been the largest beneficiaries from this period of expansion, attracting seven in ten incremental ad dollars over the last ten years.

“With retail media expected to lead ad spend growth over the coming years, and with new, diverse players emerging in ad selling – from Uber to Chase – we are once again seeing the value of first party data in targeting the right person with the right message at the right time. Such data, combined with new AI enhancements, will constitute the fabric of the advertising industry for the next decade and beyond.”

Key findings outlined in WARC’s Global Ad Spend Outlook 2024/25 are:

MEDIA TRENDS: Global ad spend is forecast to rise 10.5% this year to a total of $1.07trn, and then 7.2% in 2025 and 7.0% in 2026; social, retail media and CTV to lead growth

At $241.8bn in 2024, social media is the largest single advertising channel measured in WARC’s study, having overtaken search (excl. retail media) for the first time last year. It accounts for 22.6% of all global ad spend this year and is forecast to rise to a share of 23.6% by the end of 2026.

Within social, Meta is the largest individual player, commanding 62.6% of the market this year. Its share is being eroded however, most notably by Douyin and TikTok owner Bytedance, which now draws a fifth (20.1%) of all social spend, up from a share of just 9.3% five years ago. TikTok is on course to account for over half of its parent-company’s advertising revenue for the first time next year with estimated ad billings over $28bn, though uncertainty remains around the platform’s future in the US – its largest market by far with 170m monthly active users.

The main social platforms have reported a fillip from new, AI-enabled services during the first half of 2024, a trend that is set to underpin the advertising industry at large over the coming years. Over half of all AI-enabled spend – defined as involving some form of recommendation algorithm, natural language processing or search optimisation – ​today occurs in the social media sector.

Search advertising (excluding retail media) accounts for 21.8% of global advertising spend, at a forecast total of $223.8bn this year. Its share has consistently grown since WARC began monitoring the sector in 2013, though it is set to plateau in 2026 as more purchase journeys begin in retail media environments and social commerce begins to realise its potential outside of Asia. Another potential headwind may be the rise of AI-driven search, and uncertainty around what the ad experience will look like for consumers more familiar with text-based search experiences.

Google accounts for more than four-fifths (84.0%) of the global search market, with its paid search revenue set to top $200bn for the first time next year. Google’s share rises to over 90% if China is excluded, a position of dominance which this month led a US judge to rule the company in breach of antitrust laws.

Retail media is expected to account for 14.3% of global ad spend this year – a total of $152.6bn – which is double the share recorded in 2019 before the pandemic contributed to an exceptional growth spurt. Indeed, retail media is expected to be the fastest-growing channel over at least the next three years.

Amazon is the dominant global player, with anticipated ad revenue (excluding Twitch and Prime Video) of $55.9bn equivalent to more than a third (36.6%) of all retail media spend and over two-thirds excluding China this year. While competition is heating up, such billings eclipse the near $4bn Walmart is due to net in 2024 and the $1bn ad business Uber is building, while Amazon is also due to have surpassed Alibaba by ad revenue for the first time this year.

CTV is on course to be worth $35.3bn to advertisers this year, roughly a quarter of the size of the linear TV market. Growth is rapid; CTV spend is expected to rise 19.6% and is set to account for two-thirds of all growth in the video (linear + CTV) market this year, and all growth in 2025. By 2026, CTV is projected to account for almost a quarter (23.9%) of all video ad spend, at $46.3bn.

Netflix is the largest streaming provider globally, with 277.6m subscribers worldwide in Q2 2024. However, its global advertising business is unlikely to grow too far beyond $1bn this year. YouTube’s ad income – which we do not yet classify as CTV – is expected to rise 14.3% to $36.0bn this year. Further, YouTube’s ad revenue is set to top $45bn globally by 2026, almost as much as the entirety of the global CTV industry at that time.

Legacy media, encompassing print publishing, broadcast radio, linear TV, cinema and out of home (OOH), now collectively account for a quarter (25.3%) of total advertising spend, having recorded a dip in share in each of the last 15 years.

Advertising spend on legacy media is expected to total $270.5bn this year, representing a 1.5% rise from 2023. Much of this growth can be attributed to US political spending; with this removed legacy media are, collectively, set to record a 0.5% decline in advertiser investment in 2024.

Linear TV spend is expected to grow by 1.9% this year, its best performance since 2014 if the post-Covid recovery year of 2021 (+12.7%) were excluded. The market is flat (+0.1%), however, excluding US political spend. Out of home (+7.2%) and cinema (+6.1%) will see some growth this year, though radio (-2.3%) is expected to record its third consecutive year of decline. Newsbrands (-3.3%) and magazine brands (-3.4%) are also due to see losses across print and online editions.

PRODUCT SECTOR TRENDS: Technology & Electronics (+13.2%), Alcoholic Drinks (+12.2%) and Clothing & Accessories (+11.1%) the fastest-growing consumer sectors next year. US political spend is expected to reach $15.8bn this year; over a fifth spent on social.

Advertising spend during the 2024 US presidential election is on course to top $15bn for the first time, with an expected total of $15.8bn up by over 40% on the previous cycle in 2020. Spend had been lagging the 2020 total earlier this year, but the surprise decision to change the Democratic candidate has led to an influx in spending in order to reposition the new ticket of Kamala Harris and Tim Walz. This shift is perhaps most pronounced online: political spending on social media is tracking 27.4% higher in Q3 2024 versus Q2 2024, with social spending by both main parties on course to reach $3.6bn this year.

Retail – the largest of the 19 categories monitored by WARC – is anticipated to record a 2.5% dip in global spend this year. Our definition of this sector is broad however, ranging from quick service retail (QSR) to grocery to department stores to online retailers, such as Temu. The latter is expected to continue investing heavily in advertising, particularly in Europe this year, but it is an exception – the longer tail of retailers are facing business pressures from soft consumer demand.

Technology & Electronics – the third-largest product sector monitored by WARC – is expected to post the fastest growth this year, with incremental spend of $17.0bn worldwide. The sector had recorded declines in advertising spend in both 2022 and 2023, as central banks raised interest rates sharply in an attempt to stymie inflation, exposing over-leveraged tech startups in particular.

Technology & Electronics (+13.2%), Alcoholic Drinks (+12.2%) and Clothing & Accessories (+11.1%) are forecast to lead ad spend growth among consumer-facing products in 2025, though Business & Industrial, the second-largest category, is expected to be the fastest-growing category overall next year (+18.2%), as budgets unlock during a period of comparatively favourable economic and trading conditions.

The Nicotine category is also growing rapidly, albeit from a low base; it is the smallest of the 19 product categories monitored by WARC at $13.0bn in 2024. Spend is set to grow 56% over the three years to 2026 – reaching a total of $17.2bn – driven almost entirely by vape products which skew heavily towards online advertising.

REGIONAL TRENDS: North America to grow 8.6% this year to $348bn, APAC growth cools to just 2.0% owing to stronger dollar, Europe is forecast to rise 5.0% to $164.9bn, while Middle East ad markets are largely unaffected by looming threat of regional conflict

North America is on track to be the fastest-growing region this year – inflated by the US presidential elections – with ad spend rising 8.6% to a total of $347.5bn. US ad spend is expected to grow 8.9% this year (+4.0% excluding political spend, more than double the 1.4% growth rate recorded in 2023) to a total of $330.8bn. A further rise, of 3.6%, is forecast next year, by when the US ad market should be worth over $342bn. The Canadian ad market is due to grow 7.5% to CAD23.3bn ($16.8bn) this year.

Latin America (+6.2% to $32.1bn in 2024) then follows, with its largest market, Brazil, forecast to record local currency growth of 9.6% this year to a total of BRL85.7bn ($14.8bn) – an acceleration from the 7.5% rise recorded last year. Our forecasts suggest that online advertising will account for over half (50.4%) of the Brazilian ad market for the first time this year.

APAC’s (+2.0% to $272.0bn this year) largest market – China – is projected to see ad market growth of 6.4% this year to RMB1.32trn ($181.2bn), an easing from the 9.3% rise recorded in 2023 as consumer demand remains soft and economic expansion lags stubbornly behind the target. Pureplay internet will account for over 86% of the Chinese ad market in 2024, though social media (+10.5%) and retail media (+8.2%) will expand at a slower rate this year than last.

When measured in local currency – so as to exclude the distorting effect of exchange rate fluctuations – we see that India will be the fastest growing key market this year, with advertiser spend rising 11.9% to INR1.08trn ($12.8bn).

Japan – the fourth-largest ad market in the world – is forecast to grow by 5.2% this year to JPY5.83trn ($36.9bn), though this equates to a 6.3% decline when measured in US dollars due to the Yen falling to a decade-long low. Australia’s ad market is expanding by 2.0%, a modest but welcome change of fortunes following flat (+0.3%) growth in 2023, while Indonesia is expected to achieve 7.8% growth this year.

Advertising spend across Europe is forecast to rise 5.0% this year to $164.9bn. The UK, the largest European market by spend, is expected to post an 8.0% rise to £38.5bn ($47.5bn) in 2024 per market data from the AA/WARC Expenditure Report. On the European mainland, France (+8.0%), Italy (+5.4%) and Germany (+4.0%) are all expected to see healthy gains this year, with the former in particular benefiting from increased advertising activity around the Paris Olympics and Paralympics in the third quarter.

Brand spend in the Middle East and Africa is currently on course to rise by 4.2% to $12.6bn this year, though fortunes are mixed. African spend is expected to be flat (+0.2%), following a 15.7% decline in 2023 and 1.4% dip in 2022. South Africa, the region’s largest market, is expected to see its ad market grow 6.0% this year but this translates to a 1.1% increase when measured in dollars owing to a weak Rand by historical measures. Ad spend in the Middle East is set to rise 8.1% this year but that is subject to change should conflict spread beyond Gaza to the wider region.

A complimentary article 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

Africa Women Innovation and Entrepreneurship Forum (AWIEF) Announces Finalists for 2026 Africa Women Innovation and Entrepreneurship Forum (AWIEF) Awards

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The 2026 Awards categories have been refined to reflect the evolving entrepreneurial and innovation landscape in Africa, with categories recognising emerging leaders, technology pioneers, agricultural innovators, creative visionaries, and women driving measurable impact

CAPE TOWN, South Africa, September 7, 2026/APO Group/ –The Africa Women Innovation and Entrepreneurship Forum (AWIEF) (www.AWIEForum.org) is pleased to announce the finalists for its 2026 AWIEF Awards.

 




  

Launched in 2017, the prestigious annual AWIEF Awards is an initiative to recognise, honour, and celebrate women entrepreneurs and business owners in Africa across various industry sectors for their achievements and contribution to the continent’s inclusive economic growth and social development.

Following a highly competitive nominations process, this year’s finalists represent a diverse range of sectors and African markets, reflecting the breadth of talent, innovation and impact emerging across the continent.

The 2026 Awards categories have been refined to reflect the evolving entrepreneurial and innovation landscape in Africa, with categories recognising emerging leaders, technology pioneers, agricultural innovators, creative visionaries, and women driving measurable impact.

This year also sees the introduction of the Male Ally Award, to recognise a male leader, founder, executive, policymaker or senior decision-maker whose leadership and actions have contributed meaningfully to advancing women’s economic empowerment and creating sustained, systemic change for women in Africa.

The finalists for the 2026 AWIEF Awards are (listed in alphabetical order):

WOMAN TO WATCH AWARD

Omotoke Ajidagba – Co-founder & COO, 10mg Health, Nigeria

Faith Nafula – Founder & CEO, Solar Spark Energy, Kenya

Rowena Turinawe – Founding CEO, Ruka Pay, Uganda

AGRI AWARD

Violet Awo Amoabeng – Founder & CEO, Skin Gourmet, Ghana

Stella Doreen Namulondo – Co-founder & COO, Essymart Africa Business Link, Uganda

Joyce Rugano – CEO, Ecorich Solutions, Kenya

IMPACT FOR GOOD AWARD

Ola Brown – General Partner, HealthCap Africa, Nigeria

Nada Ghammem – Co-Founder & CEO, Bionic Soul, Tunisia

Echo Nomsa VanderWal – Executive Director, The Luke Commission, Eswatini

CREATIVE VISIONARY AWARD

Rasha Aita – Managing Director, SMACRS LLC, Egypt

Renuka Methil – Managing Editor, Forbes Africa, South Africa

Hadeer Shalaby – Co-Founder & CEO, Freeziana, Egypt

TECH PIONEER AWARD

Varuna Devi Bangaleea – Group CEO, nVisionIT, Mauritius

Ndeye Fatou Mboup – CEO, The Smart Granary, Senegal

Quinter Ochieng – Founder & CEO, Chargebyte Africa, Kenya

MALE ALLY AWARD

The 2026 recipient for this award category will be announced at the AWIEF Awards Ceremony and Gala Dinner.

LIFETIME ACHIEVEMENT AWARD

The Lifetime Achievement Award honours a visionary female leader whose decades of leadership, entrepreneurship or public service have contributed significantly to Africa’s economic, social or institutional development and helped pave the way for future generations of women leaders.

The 2026 recipient for this award category will be announced at the AWIEF Awards Ceremony and Gala Dinner.

Winners to Be Announced at AWIEF 2026 Conference

The 2026 AWIEF Awards winners will be revealed at the prestigious awards ceremony and gala dinner on 11 November 2026, taking place as the grand finale of the AWIEF 2026 Conference.

The conference will take place from 10 to 11 November 2026 at the Cape Town International Convention Centre (CTICC), Cape Town, South Africa, bringing together women entrepreneurs, business leaders, investors, policymakers, development partners, and other entrepreneurial and innovation ecosystem stakeholders from across Africa and beyond.

The Awards Gala will be an opportunity to celebrate this year’s finalists and winners while recognising the women and allies helping to shape a more inclusive and prosperous economic future for Africa.

Tickets for the AWIEF 2026 Conference and Awards are available online at: https://apo-opa.co/3TeYyhW

 

Distributed by APO Group on behalf of Africa Women Innovation and Entrepreneurship Forum (AWIEF).

 

 




 

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Customer Experience Management (CEM) Africa 2026 closes on a high with a strong community response

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970 attendees across three days, 260 + companies representing 20 countries, came together in Cape Town for practical insight, technology, networking and conversations shaping the future of customer experience in Africa

CAPE TOWN, South Africa, September 7, 2026/APO Group/ –CEM Africa 2026 concluded at the Century City Conference Centre following three days of strong engagement across Africa’s customer experience community.

 




  

 

The 14th edition welcomed 970 attendees from more than 260 companies across 20 countries, bringing together senior CX, customer service, marketing, digital, technology and transformation leaders alongside solution providers and industry partners.

The event achieved a Net Promoter Score of 69, reflecting a strong response from delegates and reinforcing the relevance of the CEM Africa platform.

Across the programme, delegates had access to 43 workshop and breakout sessions and 10 main stage content sessions, with feedback consistently highlighting the quality, relevance and practical value of the content.

Discussions tackled the issues shaping CX today, including AI adoption, trust, customer intelligence, employee experience, digital transformation, customer journeys and the growing pressure to demonstrate measurable business value.

Standout voices and timely conversations

Under the theme “Trust, Technology and the Human Future of CX in Africa”, the programme combined global perspective with distinctly African CX challenges and opportunities.

Business journalist and best-selling author Bruce Whitfield delivered “The Trust Advantage”, exploring the role of trust in reducing friction and creating stronger business outcomes.

Zahirah Variawa, Founder of The Fourth Thread, opened Day Two with “The Moments People Remember: Why the Experiences We Create Matter More Than We Think”, placing human connection firmly at the centre of customer experience.

Martin Urrutia, Head of Global Retail Experience at The LEGO Group, delivered “Experience Is the Brand”, examining how organisations can design experiences that differentiate, scale and build loyalty.

From the public sector, Rashid Toefy, Deputy Director-General at the Western Cape Government, presented “Citizen Experience by Design: Building Trust Through Better Public Services”, highlighting the importance of experience design in strengthening trust between institutions and the people they serve.

Together, these sessions reinforced one of the strongest messages to emerge from CEM Africa 2026: technology is reshaping customer engagement, but trust, relevance and human connection remain fundamental to great experience.

Engagement across every part of the event

CEM Africa 2026 was designed to encourage participation beyond the main stage.

Delegates moved throughout the venue between keynote sessions, 43 workshops and breakouts, panel discussions, solution demonstrations, the exhibition and direct conversations with technology providers and peers.

Day Zero set the tone with The Social Club: Play. Taste. Connect, live podcast discussions and opening drinks, creating an informal environment for the community to connect before the main conference programme began.

Across Days One and Two, engagement continued through the exhibition, matchmaking and smaller-format sessions, while Matchmaking and Happy Hour and the CEM Engage Party created further opportunities for delegates, speakers and partners to build relationships outside the formal programme.

The event closed with WiN CX Africa, bringing female leaders together around leadership, safety, trust and inclusion in customer and employee experience.

Strong response from partners

Sponsors and exhibitors also reported a highly positive response, with partners contributing actively to both the content programme and the wider event experience.

NiCE, Lead Sponsor of CEM Africa 2026, played a prominent but integrated role throughout the summit, bringing practical perspectives on AI-powered customer experience, enterprise AI agents and the evolving relationship between human and AI-enabled service.

An NPS of 69 reinforces that the community is finding real value in these conversations and in the connections CEM Africa creates

The wider partner community contributed expertise across Voice of Customer, customer intelligence, automation, conversational engagement, journey orchestration, contact centres and CX measurement, helping ensure that technology conversations remained grounded in real operational and commercial challenges.

The numbers behind CEM Africa 2026

The post-event results underline both the scale of the community and the depth of engagement across the programme:

970 total attendance

260+ companies represented

20 countries represented

43 workshop and breakout sessions

10 main stage content sessions

+69 Event NPS

For CEM Africa, the NPS of 69 is particularly significant. It is not simply a measure of satisfaction, but an indication that delegates found genuine value in the content, connections and overall event experience.

“The response to CEM Africa 2026 has been incredibly encouraging. What stood out was the level of engagement across every part of the event, from the main stage and workshops to the exhibition, matchmaking and networking functions. An NPS of 69 reinforces that the community is finding real value in these conversations and in the connections CEM Africa creates.”

Terry Southam, Group Director retail – VUKA Group

Momentum builds towards CEM Johannesburg Edition

With the Cape Town flagship complete, attention now turns to the CEM Johannesburg Edition, taking place on 10–11 November 2026 at NH Hotel in Sandton.

The event expands to a full two-day format in 2026, bringing together senior CX decision-makers, practitioners and solution providers around practical workshops, peer-led insight, solution discovery and purposeful business networking.

The strong response in Cape Town is already carrying forward into Johannesburg, with growing interest from delegates, speakers and commercial partners.

Download the CEM Johannesburg Edition Sponsorship Brochure

Download Sponsorship Brochure (https://apo-opa.co/4ymJqhg)

Register your interest to attend

Register Interest (https://apo-opa.co/4igD4LH)

Explore the CEM Johannesburg Edition

Visit the CEM Johannesburg Edition website (https://apo-opa.co/4igK6jK)

Distributed by APO Group on behalf of VUKA Group.

 




 

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Africa’s first full-stack hydrogen hub powers up in Namibia

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Namibia

The CMB.TECH Namibia facility in Walvis Bay brings together solar power generation, green hydrogen production, and energy storage in a single operational ecosystem

CAPE TOWN, South Africa, August 24, 2026/APO Group/ –Namibia is demonstrating what is possible in Africa’s energy transition with the continent’s first fully integrated green hydrogen facility.

 




 
The CMB.TECH Namibia facility in Walvis Bay brings together solar power generation, green hydrogen production, and energy storage in a single operational ecosystem, demonstrating how clean energy can be produced at industrial scale while supporting industrial decarbonisation and long-term energy resilience.

 

This landmark project marks a key step in sustainable energy infrastructure. It integrates solar power generation, green hydrogen production, and energy storage within one ecosystem. This shows how clean energy can be produced at scale to support industrial decarbonisation and long-term energy resilience.

“Africa’s first fully integrated green hydrogen facility demonstrates that large-scale clean energy production is not a future ambition, but a present-day reality. Operating successfully in one of the world’s most demanding environments, it showcases the viability of green hydrogen as a cornerstone of the continent’s energy transition,” Sabine Dall’Omo, CEO, Siemens Sub-Saharan Africa, tells ESI Africa (https://apo-opa.co/4d0HFy3), part of VUKA Group.

Hydrogen for local industrialisation in Namibia

The hydrogen produced at CMB.TECH will initially power local industrial applications, like dual-fuel trucks, generators and Namibia’s first hydrogen-powered freight locomotive. In the future, the plant will expand and integrate more with port infrastructure, transforming maritime decarbonisation by refuelling ships with ammonia from green hydrogen.

This will boost Namibia’s renewable energy use and reduce dependence on fossil fuels, especially in the hard-to-decarbonise shipping sector.

As the technology partner underpinning the operation, Siemens provides the integrated electrical, automation and safety infrastructure that enables seamless coordination across the site, creating a high-availability platform that supports the future of green industrial development.

Namibia is one of the sunniest countries in the world, with about 300 sunny days a year, and solar power can be harnessed in abundance. In Walvis Bay, that solar power drives an electrolyser that splits water into hydrogen and oxygen. To produce marine fuel, the hydrogen will be combined with nitrogen from the air to create ammonia, which is then liquefied.

Africa’s first fully integrated green hydrogen facility demonstrates that large-scale clean energy production is not a future ambition, but a present-day reality

“In a region where reliable energy is essential for economic growth and social development, what matters most is a system that simply works,” says Dall’Omo. “The CMB.TECH plant can only deliver on its promise if all technologies operate seamlessly as one. That is where Siemens makes the decisive difference. Working as a ONE tech company and serving as the unified interface for automation, control, and power distribution, we ensure the facility runs reliably from day one.

“Our long presence in the region, deep understanding of local conditions, and close collaboration across our businesses help reduce complexity, solve issues quickly, and keep operations stable. In short, we bring the entire system to life, enabling the plant to become a dependable, future-shaping asset for the customer and the wider community.”

Integrated hydrogen economy

CMB.TECH is a “Living Lab” for an integrated hydrogen economy. “The facility includes a solar-powered off-grid electrolyser for renewable hydrogen production, a refuelling station for hydrogen-powered vehicles and industrial applications, and an on-site Hydrogen Academy for local talent development,” says Roy Campe, Chief Technology Officer at CMB.TECH.

The plant’s 5MWp solar park covers 6.5 hectares and feeds a hydrogen production facility with a 5MW Proton Exchange Membrane electrolyser and a 5.9MWh battery. The fully off-grid electrolyser produces green hydrogen using electricity from the solar park and energy stored in the Battery Energy Storage System (BESS).

CMB.TECH built the facility and is using the green hydrogen for its local industrial applications, making the company its own first customer and ensuring a guaranteed buyer from day one. “Many green hydrogen projects are stalling because, while they invest heavily in solar energy and green hydrogen production, there is often no commercial offtake agreement in place to secure demand for the hydrogen produced,” says Dall’Omo.

“Beyond its role as an energy production facility, the project illustrates how green hydrogen can accelerate the decarbonisation of transport and logistics value chains. From supporting local mobility solutions to enabling future maritime refuelling infrastructure, it provides a tangible pathway toward lower-carbon industrial and shipping ecosystems,” says Wiebke Polomka, Senior Manager: Southern Africa, Afrika-Verein der deutschen Wirtschaft.

Hydrogen Academy in Namibia

In addition to ecological and economic effects, knowledge transfer is central. The Hydrogen Academy on site trains drivers, technicians, and scientists and strengthens the labour market. Today, 24 of the facility’s 25 employees are Namibian and received training through the Hydrogen Academy.

“By partnering with local universities and institutions like the Namibia Institute for Mining Technology, the project is training a new generation of engineers and technicians. This creates a sustainable pipeline of local expertise, positioning Namibia as an exporter of not just green molecules, but also the technical knowledge required to operate and maintain a hydrogen economy,” says Johannes Shimbilinga, Municipal Mayor of Walvis Bay.

The plant also provides a model for collaborative energy transformation. “The project underscores the importance of ecosystem-led execution in delivering complex energy transitions,” Dall’Omo concludes. “By bringing together developers, systems integrators, technology partners, and cross-border industry stakeholders, it demonstrates how strategic collaboration can unlock sustainable industrial growth and long-term economic resilience.”

The current 5MWp solar park occupies only a fraction of the available land. “The next step is to increase capacity to 250MW, then to 500,” says Campe. “We want to turn Namibia into a global energy hub and export energy to Europe and the rest of the world. Today we have 7,000 solar panels. In the future, there could be millions.”

Distributed by APO Group on behalf of VUKA Group.

 




  

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