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Global newsbrand ad spend down to $32.3bn this year as advertisers increasingly favour user generated content

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1 year ago

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WARC
  • Globally, 51% of ad spend goes to professionally-produced content, down from 72% in 2019
  • On average, 3.7% of total UK TV ad spend is allocated to news programming
  • Tech, healthcare and direct-to-consumer drive news media spend in the US
  • India defies global trends with 6% YoY growth in newsbrand ad spend

WARC Global Advertising Trends: Advertising’s breaking news problem

15 April 2025 – The advertising industry has a breaking news problem. Today’s abundance of hard news stories – from trade wars to armed conflicts – draw audiences but not ad dollars to content publishers and broadcasters.

Globally, newsbrand ad spend is forecast to fall to $32.3bn this year, a 33.1% decrease from 2019, per WARC Media, and is forecast to remain flat through 2026. For magazine brands, spend is forecast at $3.7bn in 2025, a 38.6% slump since 2019.

Alongside content and safety concerns, brands are favouring global digital platforms like Google and Meta for targeted, scalable ads. Future growth hinges on first-party data, trusted environments, and revenue diversification beyond ads – such as subscriptions and direct consumer relationships.

WARC’s latest Global Ad Trends report examines the shift in advertising spend from professionally-produced content to user generated content (UGC) and ‘creator-journalists’ willing to operate within digital platform ecosystems. It explores how news publishers are tackling the decline in ad spend and how they plan to better demonstrate the role of professional journalism on advertising effectiveness.

Alex Brownsell, Head of Content, WARC Media, says: “Brands have become increasingly squeamish about hard news content. Keyword blocking hinders the ability of publishers to monetise newsworthy moments, while ad investment is increasingly shifting from professional journalism to ‘creator-journalists’.

“In this Global Ad Trends report we look at where the news media ad dollars are being allocated and what newsbrands are doing to combat these losses and win back advertisers.”

News media struggles as brands favour softer content

Ad spend on news content is falling across the board. Despite high audience interest, serious news stories are frequently demonetised due to keyword blocklists deployed by brands concerned by reputational risk. As brands avoid placing ads alongside content deemed controversial or distressing, they are favouring softer content like sport and lifestyle over “hard” news.

Only 3.7% (£177m) of total UK TV ad spend was allocated to news programming in 2024, per Nielsen. In the US, pharma brands have become increasingly integral for news broadcasters, accounting for 12% of national TV ad sales.

This evokes longstanding questions about the value of news as a content category, and whether brands should focus agnostically on targeting audiences.

User generated content set to overtake professional media in ad spend by 2026

The difficulties facing news media come at a time when advertisers increasingly favour user generated content (UGC) from influencers and creators, which offer low production costs, direct audience engagement, and alignment with platform algorithms.

Traditional media, which invests upfront in journalism and operates under stricter content standards and to tighter regulations, has struggled to compete. This shift is particularly damaging to the ad-funded news industry, which has long warned that shrinking investment in professional journalism risks a decline in civic literacy, and weaker defences against disinformation.

By next year, professionally produced content is forecast to account for less than half of content-driven ad spend, according to GroupM. Platforms like TikTok and podcasts are fuelling the rise of creator-journalists, as is the rise of AI-generated content which also accelerates this trend.

Kate Scott-Dawkins, Global President, Business Intelligence, GroupM, says: “As spend from the long tail of advertisers continues to outpace growth from the top 200, UGC is likely to dominate even more.”

Tech, healthcare and DTC brands drive digital spend shift in the US whilst India defies global trends as print media remains strong

Traditionally, the biggest business sectors advertising in US news media included automotive, retail, finance, and telecoms. With a broad reach and significant budgets, they relied heavily on print and local news to promote products and services at scale.

Over time, however, this mix has shifted. Automotive and retail spend moved toward digital and performance-based marketing. As news publishers adapt, they are increasingly targeting tech, healthcare and direct-to-consumer (DTC) brands and niche B2B advertisers seeking trusted environments.

Smartphones, social media, and personalised content have made digital news more convenient and appealing, especially for younger audiences.

Over the past decade, online news consumption has surged in the UK and US, widening the gap with offline formats. This year online consumption is forecast to command nearly half an hour more usage than offline in the UK, while the gap is estimated at 16 minutes in the US.

According to pollster Gallup, news media now ranks among the least trusted institutions in the US, with only 34% expressing confidence.

India’s news sector continues to buck the global trend, with print media maintaining a dominant position despite widespread digital disruption elsewhere. It has established itself as the largest market for print media globally – despite urban audiences increasingly shifting towards digital platforms – with year-on-year growth of 6% in newsbrand ad spend.

Newsbrands invest in tech, AI, and embrace multiplatform strategies to win back advertisers

Newsbrands have responded to the changing market by investing in technology, developing plans for AI, and building out multiplatform strategies to offer brands and agencies a cohesive proposition.

To further allay advertiser concerns around brand safety, publishers like Reach and News UK have developed in-house tech solutions to avoid inappropriate blocking. CNN has developed a neuro-linguistic AI tool that analyses context across text, audio, video, and galleries to assess brand suitability.

Media agencies are also evolving their approach. Some have introduced new measures like “quality CPM” (qCPM) in an effort to better reflect the effectiveness of campaigns placed against professionally-produced journalism.

A recent Future of News survey of EMEA executives by agency group Stagwell, found that 85% believe advertising on news media is a good investment.

Trusted news content is also a key factor in ad effectiveness, according to 2023 research by Newsworks and Peter Field: campaigns placed in trusted news environments saw significantly stronger business outcomes, including an 88% uplift in profit growth between 2018 and 2022.

Read a complimentary sample report of WARC’s Global Ad Trends – Advertising’s breaking news problem. WARC Media subscribers can read the report in full. A WARC podcast discussing the findings outlined in the report will be available from early May.

Global Ad Trends, part of WARC Media, is a quarterly report which draws on WARC’s dataset of advertising and media intelligence to take a holistic view on current industry developments.

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$2.1 Billion and Counting: African Real Estate Is Executing

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6 minutes ago

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July 21, 2026

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Africa

Ahead of the 17th Africa Property Investment (API) Summit in Cape Town, investment pipelines are converting into a record number of transactions as the continent’s real estate and hospitality sectors move from potential into real momentum

CAPE TOWN, South Africa, July 21, 2026/APO Group/ –Verified data gathered from across Africa’s real estate investment landscape reveals that the continent’s leading property and hospitality roleplayers completed more than $2.1 billion worth of transactions over the past 18 months, representing one of the most concentrated periods of institutional real estate deal activity in the continent’s history.

 

Download Document: https://apo-opa.co/3TraTiH

The 28 transactions (across nine countries and eight asset classes) were closed by API Summit stakeholders from across the institutional property ecosystem – spanning listed capital markets, commercial, residential, hospitality, logistics and alternatives.

The full African Deals Index report – compiled in collaboration with Broll, the data and insights partner for API Summit 2026 – will be unveiled on the opening day of the event, taking place at the Cape Town International Convention Centre on 17 and 18 September.

Talk turning to investment action

The deal-making activity is a signal of the much-spoken-about potential for Africa converting into tangible action, driven by enhanced investor confidence.

“This isn’t a forecast – it’s a balance sheet. $2.1 billion in completed transactions tells you African real estate has moved past the conversation about potential and into the discipline of execution,” said Malcolm Horne, Group CEO of Broll Property Group.

Horne highlighted several key shifts reflected in the data.

“What’s notable is where the conviction is coming from: domestic pension capital acting as a structuring investor, not a passive landlord, and green-linked financing becoming a board-level decision, not a marketing line. At Broll, we see this in our own data every day – across the assets we manage, the cost of capital is increasingly tied to the quality of the asset, not just its location.

“That’s the market maturing in real time, and it’s exactly the momentum my team and I are looking forward to presenting and unpacking at API this year.”

The 17th Annual API Summit takes place under the theme Bold Capital. Real Momentum. and is expected to attract over 600 delegates from more than 30 countries.

Niyi Adeyele, Head of Real Estate Finance, Africa Regions at Standard Bank Group, commented on the evolution of real estate sector funding across Africa.

“It remains interesting to track the resilience and the evolution of activities in the sector, from growing capital market activities, to the rapidly increasing participation of domestic capital sources within the African continent from domestic focused institutional capital sources such as pension funds and family offices to pan-African investor platforms that tend to operate across multiple countries.”

He said that accordingly, sectoral activity levels remain positive, with the “growing pace of green field projects in key markets” providing “early indications of a new growth cycle for the sector”.

Investors now have listed, liquid exposure to African real estate, and issuers have a repeatable route to permanent capital

Major moves from domestic capital and DFIs

Domestic pension capital has moved decisively beyond its traditional role as a passive landlord, emerging as an active, structuring investor in African real estate – a shift that will be central to discussions at the summit.

The charge was led by South Africa’s Government Employees Pension Fund (through the Public Investment Corporation and retail property powerhouse Pareto), which concluded commercial, residential and industrial transactions valued at over $343.5 million since the start of 2025.

“Through the Standard Bank Group’s franchise operations across multiple countries, there are observed increase deployment of institutional capital to across key markets driving increased primary and secondary market activities,” said Adeyele, pointing to examples such as Grene Capital’s raising of $100 million from Nigerian pension for property investments in Nigeria and beyond.

Sustainability-linked deal leads the way

Sustainability remains a critical factor in real estate financing considerations – evidenced by the largest transaction completed over the past 18 months.

Standard Bank and its African Regions brand Stanbic (along with Rand Merchant Bank) acted as co-lender on a $300 million green financing facility to facilitate Lango’s bid to become Africa’s first Green Pure Play real estate company, with 90% of its portfolio certified according to international standards.

Amongst several other milestones, the Africa Logistics Property (ALP) Industrial REIT listing on the Nairobi Stock Exchange in March 2026 was notable as East Africa’s first listing featuring entirely IFC EDGE-certified green buildings.

Listed capital makes major moves

REIT capital markets were the second largest asset class by value across the period, accounting for $568.5 million of activity, with the action extending well beyond South Africa’s established counters.

East Africa welcomed ALP’s Industrial REIT (marking the region’s first industrial and first USD-denominated security); Centum’s TRIFIC Dollar I-REIT (the first green, income-distributing USD-denominated) and Acorn Holdings’ build-to-rent D-REIT.

On Zimbabwe’s Victoria Falls Stock Exchange, the Pfuma Fund REIT and Eagle REIT both listed, deepening a hard-currency capital market that scarcely existed five years ago.

“Seeing multiple REITs listing on exchanges in one cycle tells you the asset class has crossed from novelty to norm. Investors now have listed, liquid exposure to African real estate, and issuers have a repeatable route to permanent capital,” said Raghav Gandhi, CEO of ALP.

API Summit 2026 – ushering in the next wave of deals

The unprecedented commitment of capital into Africa’s real estate sector takes centre stage when the 17th Annual API Summit convenes. Welcoming the investors, developers, financiers and policymakers behind the continent’s most prominent deals, this year’s event features a new Multifamily Forum alongside the popular Hospitality and Proptech Forums; an impactful main plenary, workshops, deals and meetings rooms and investment showcases, and the 10th edition of the prestigious API Awards.

For more information and to register, visit www.APISummit.co.za

Distributed by APO Group on behalf of API Events.

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ST Telemedia Global Data Centres Delivers on Responsible Scaling, Surpassing 2028 Carbon Intensity Target Three Years Early with Renewables at 83.2%

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6 hours ago

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July 21, 2026

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ST Telemedia

SINGAPORE – Media OutReach Newswire – 21 July 2026 – ST Telemedia Global Data Centres (STT GDC) today published its 2025 Environmental, Social and Governance (ESG) Report, setting out how the Singapore-headquartered global data centre provider is meeting accelerating demand, including from AI-driven workloads, through infrastructure that is more resilient, efficient and sustainable by design. The report highlights 83.2% renewable energy usage, a 70.5% reduction in carbon intensity from its 2021 baseline, 41.2% improvement in water usage effectiveness (WUE) from the 2020 baseline, and continued progress in embedding ESG considerations into how STT GDC designs, builds, finances and operates its data centres at scale.

The report positions responsible growth as a core business discipline for STT GDC, linking sustainability performance to long-term asset resilience, customer trust and operational excellence. Across its global platform, STT GDC is integrating ESG considerations into capital allocation, site selection, design, operations, risk management and workforce development to support reliable digital infrastructure at scale.

Bruno Lopez, President and Group Chief Executive Officer, ST Telemedia Global Data Centres, says, “The next phase of digital growth will be defined by how the industry resolves the tension between rising demand — particularly from AI — and the finite nature of energy, water and land. Responsible scaling is therefore not a sustainability commitment alone; it is a commercial and operational imperative that shapes where we build, how we design, and how we run our data centre platform. Our 2025 progress reflects disciplined execution of a strategy we have been advancing for years, delivering meaningful improvements in energy efficiency, emissions and resource management across our global platform. As we scale further, we will continue to advance with the same discipline — in the infrastructure we build, the governance that underpins it, and the positive impact we create for the communities and ecosystems we are part of.”

Scaling efficient, lower-carbon infrastructure

STT GDC continued to advance its decarbonisation strategy in 2025, delivering measurable reductions in emissions and improvements in resource efficiency while scaling its global data centre platform to meet rising digital demand. The Group’s approach focuses on embedding sustainability into the design and operation of its infrastructure, enabling long-term performance while managing growing energy and resource requirements. Key environmental achievements include:

Furthered renewable energy adoption, with 83.2% of electricity consumption sourced from renewables, supporting STT GDC’s transition towards carbon-neutral operations by 2030.
Reduced carbon intensity by 70.5% from the 2021 baseline, surpassing STT GDC’s 2028 target three years ahead of schedule, alongside a 15.2% year-on-year reduction in absolute Scope 1 and 2 emissions
Improved energy efficiency across operations, achieving an average Power Usage Effectiveness (PUE) of 1.44, a 13.0% improvement from the 2020 baseline, reflecting continued optimisation of data centre design and operations.
Enhanced water stewardship, with Water Usage Effectiveness (WUE) improving by 41.2% from the 2020 baseline, supported by a balanced approach to managing energy and water use in cooling systems.
Continued progress in sustainable infrastructure, with 48% of its data centres achieving green building certification, reflecting the integration of sustainability considerations across the lifecycle of its facilities.
Building a safe and future-ready workforce

As STT GDC continues to scale its global data centre platform, investing in people, safety and workforce capabilities remains central to delivering reliable and sustainable operations. In 2025, the Group maintained a strong focus on safeguarding its workforce, strengthening organisational capability and supporting the development of future-ready talent to meet the growing demands of the digital economy. Key social achievements include:

Maintained strong safety performance, with zero work-related fatalities and a Total Recordable Incident Rate (TRIR) of 0.1 across more than 41 million hours worked, reflecting robust health and safety management across construction and operations.
Strengthened workforce capability, with an average of 18 training hours per employee, supporting the development of technical, operational and leadership skills across the organisation.
Advanced diversity and inclusion, with 21.7% women representation across the Group, reinforcing ongoing efforts to build a more inclusive and balanced workforce.
Expanded talent development initiatives, including the DC Power Up programme and partnerships with 10 Institutes of Higher Learning across our markets, helping to build a pipeline of industry-ready talent for the growing digital infrastructure sector.
Deepened community and workforce engagement, through skills development programmes and industry-academic partnerships that support long-term talent development and contribute to local economic growth.
Strengthening Governance and Resilience at Scale

Strong governance, disciplined risk management and robust operational controls underpin STT GDC’s ability to scale responsibly in an increasingly complex digital environment. In 2025, the Group continued to strengthen its enterprise-wide approach to governance, embedding ESG considerations into decision-making, risk management and day-to-day operations to support long-term resilience and performance. Key achievements include:

Strengthened governance and ethical business practices, with 100% of employees completing anti-corruption training, reinforcing STT GDC’s commitment to integrity and accountability across its global operations.
Enhanced enterprise-wide risk management, incorporating climate, cybersecurity and operational risks into planning and decision-making, ensuring infrastructure resilience as the Group scales.
Advanced cybersecurity and operational resilience, including strengthened governance, technical controls and preparedness through initiatives such as executive-level cyber exercises and risk assessments across key facilities.
Improved supply chain governance, embedding ESG criteria into procurement processes and reinforcing responsible sourcing practices across its global vendor network.
Strengthened organisational alignment and execution, through the inaugural Group ESG Summit, supporting capability building and consistent application of ESG priorities across markets.
These efforts come as data centre operators face growing expectations to deliver capacity while managing energy, water, climate and cybersecurity risks with greater transparency and accountability.

STT GDC’s 2025 ESG Report reflects a continued evolution in how the Group approaches sustainable growth, with a stronger focus on disciplined execution, operational resilience and long-term performance as it scales its global platform. As digital infrastructure becomes increasingly critical to economies and societies, STT GDC will continue to embed sustainability, risk management and governance into how it designs, builds and operates its data centres.

By working closely with customers, partners and communities, the Group aims to deliver infrastructure that is not only efficient and resilient, but also capable of supporting the next phase of digital growth, including AI-driven workloads, in a responsible and sustainable way.

The full 2025 ESG Report is available at https://www.sttelemediagdc.com/about-us/our-esg-progress

About ST Telemedia Global Data Centres
ST Telemedia Global Data Centres (STT GDC) is one of the fastest-growing data centre providers with a global platform serving as a cornerstone of the digital ecosystem that helps the world to connect. Powering a sustainable digital future, STT GDC operates across Singapore, the UK, Germany, Italy, India, Thailand, South Korea, Indonesia, Japan, the Philippines, Malaysia and Vietnam, providing businesses an exceptional foundation that is built for their growth anywhere. For more information, visit https://www.sttelemediagdc.com/

 

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Energy

London Showcase to Bring Venezuela’s Energy Opportunities to Global Investors Ahead of 2026 Summit

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7 hours ago

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July 21, 2026

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A high-level London industry showcase on July 30 will bring together UK and European investors, financiers and energy leaders to explore emerging opportunities across Venezuela’s oil, gas and power sectors ahead of Venezuela Energy Week 2026

LONDON, United Kingdom, July 17, 2026/APO Group/ –As Venezuela accelerates efforts to revitalize its energy sector and attract international investment, Venezuela Energy Week 2026 will host an exclusive Industry Showcase in London on July 30, bringing together investors, financial institutions, international oil companies, commodity traders and energy executives for market intelligence, networking and partnership development ahead of the flagship conference taking place this October in Caracas.

 

Designed as a strategic preview of the main event, the London showcase will provide UK and European stakeholders with first-hand insight into Venezuela’s evolving investment landscape while creating opportunities for commercial dialogue with industry leaders, potential partners and key decision-makers.

Home to the world’s largest proven oil reserves and significant natural gas resources, Venezuela is entering a new phase of energy development focused on increasing production, expanding gas commercialization and modernizing critical infrastructure. Ongoing reforms and renewed international engagement are creating opportunities for companies able to provide capital, technology and technical expertise.

The timing is particularly significant as several UK and European energy companies continue to strengthen their presence in Venezuela. UK-based majors Shell and BP are advancing key natural gas developments, with Shell preparing for 2027 drilling at the Dragon offshore gas project and BP signing agreements in April to develop the Cocuina-Manakin offshore gas field, marking its return to the Venezuelan market. Spain’s Repsol recently announced plans to increase production from its Venezuelan assets, while Italy’s Eni is relaunching a heavy crude project in the Orinoco Belt. France’s Maurel & Prom, meanwhile, remains a key partner in strategic assets such as the Urdaneta Oeste field. On the trading and commercialization front, Geneva-headquartered energy trader Vitol has renewed its engagement with Venezuelan crude exports, reflecting broader international interest in reconnecting the country’s resources with global markets.

Against this backdrop, the London Industry Showcase will highlight Venezuela’s re-emerging investment potential while creating a platform for strategic networking and direct engagement with government leaders, national energy companies, regulators and private sector partners.

The event is expected to attract representatives from investment funds, export credit agencies, commercial banks, private equity firms, commodity traders, engineering companies, technology providers and UK-based independent energy companies exploring opportunities across Venezuela’s energy value chain.

The showcase will also provide an exclusive preview of Venezuela Energy Week 2026, including ministerial dialogues, executive forums, technical conferences and dedicated business-to-business networking sessions designed to connect international investors with the decision-makers shaping the country’s energy future.

Taking place on October 26–29, 2026 in Caracas, Venezuela Energy Week serves as the country’s premier platform for advancing investment across the oil, gas and power sectors. By bringing the conversation to London – one of the world’s leading financial and energy centers – the Industry Showcase builds momentum ahead of the flagship event while strengthening ties between international capital and one of the world’s most resource-rich energy markets.

To participate in the London Industry Showcase on July 30 or secure your place at Venezuela Energy Week 2026 in Caracas this October, contact info@venezuelaenergyweek.com to learn more about delegate, sponsorship and partnership opportunities.

Supporting Venezuela’s Earthquake Recovery

 

Our thoughts are with the people and communities affected by the recent earthquakes in Venezuela. As the country begins the long process of recovery, we encourage members of the global energy community to support relief and reconstruction efforts through the CAF Recovery and Reconstruction Fund for Venezuela, which channels contributions from individuals, companies and organizations to emergency assistance, essential services and long-term rebuilding efforts.

 

To learn more or make a contribution, please visit the CAF Recovery and Reconstruction Fund for Venezuela (https://apo-opa.co/3RKKqfz).

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

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