Connect with us

Business

Media in 2025: defined by abundance, driven by algorithms

Published

on

Media
WARC releases The Future of Media 2025 highlighting trends in media planning, advertising investments and the media ecosystem
16 January 2025 – WARC’s latest forecasts show that global advertising spend surpassed $1trn for the first time in 2024, and is expected to grow 10.7% this year, to a total of $1.08trn. Global ad spend has more than doubled over the last decade, growing 2.8x faster than global economic output since 2014, with more media channels available to marketers than ever before.

The Future of Media 2025 report takes a look at how the endless optionality within the media ecosystem creates new opportunities for marketers to drive effectiveness and deliver growth. It looks at how Google search is being disrupted by social and retail platforms, as well as the growing influence of artificial intelligence (AI), and finally, the developments within the retail media and commerce sector and how advertisers can adjust to an environment where commerce is increasingly ‘everywhere’.
Paul Stringer, Managing Editor, Research & Insights, WARC, says: “Today, media is so vast, so complex, and so changeable, that it can be difficult for brands to make sense of it all. As we reach the midpoint of the decade, this is also the most exciting time to be a media planner.“Digital advertising has matured beyond direct-response to support brand-building and long-term effectiveness, advertisers are focusing more on quality over cost when deciding which media environments to advertise in, and signal fidelity is improving thanks to the growth of AI-powered media solutions and an influx of retail media and commerce media networks.“With this report we aim to help marketers navigate these challenges and opportunities as we explore the three key trends set to shape the media and advertising environment this year.”The key trends outlined in The Future of Media 2025 are:Planning in an era of abundanceMedia diversity brings new opportunities for brands to drive growth over the short- and the long-term using smart combinations of different media channels.Planning holistically and choosing the right combination will be different for every brand and vary by context and objective. Media quality, reach and price, will be critical in helping planners determine the optimum stack for brands.As spend and sentiment shifts to channels like social, influencers, podcasts and gaming, new tactics for brand building are emerging. Advertisers are adapting campaigns for platforms where attention is more fleeting, and lots of little exposures need to work together to improve brand outcomes.Across channels like search and social, advertisers will be required to adapt campaigns to fit the preferences of algorithms. This may mean adopting new methods and processes, or putting more trust in AI systems to automate parts of campaign management – even if this means sacrificing autonomy and control.New challenges and opportunities in searchThis year, more than $220bn will be spent on generic search globally, per WARC forecasts, with Google taking more than 80% of the share. However, social media is rivalling Google as the young people’s search platforms of choice for brand discovery.The future of search appears to be about intent rather than information, supported by sophisticated uses of AI.Developments in AI are leading traditional search providers and new entrants to compete to “identify consumer intent in ever more granular ways”. Access to these insights should help brands build a more sophisticated and nuanced understanding of audience behaviours, leading to more personalised and relevant communications.AI-driven search requires a rethinking of search engine optimization (SEO). In the near future, brands may need to optimise messaging and content to ensure they are visible and represented favourably in AI-based search results.This approach – which some are calling Large Language Model Optimisation (LLMO) – will require a different set of skills and processes compared to traditional SEO.Brands may need to adopt more diverse search strategies to account for the growing fragmentation of search experiences across retail and social platforms and variables such as audience, type of search and category.Retail growth fuels commerce media expansionCommerce is increasingly everywhere. Retail media is expanding, reaching $154.8bn in advertising spend globally in 2024 with a further 14.8% rise expected in 2025, per WARC Media. New commerce media platforms are launching, and social commerce is continuing to grow rapidly.Commerce media is becoming the infrastructure that underpins the entire digital advertising ecosystem, and offers brand building potential. Many retail and commerce media platforms now sell ads that allow advertisers to reach consumers across the purchase journey, from awareness all the way through to conversion.Advertisers will need to weigh up these opportunities carefully, supported by holistic measurement that allows them to show the impact of commerce on long-term brand and business metrics.New entrants may struggle to win spend from incumbents. Advertisers already admit to feeling overwhelmed by the number of options available in the commerce space and highlight a lack of standardisation across platforms as their biggest challenge with retailers. In the short-term, this may curtail the growth of new entrants as advertisers prioritise working with just a few large and established networks.Retail spending puts brand budgets at risk. Many advertisers appear to be divesting from traditional advertising channels to spend more on lower-funnel ads on retail media networks. Advertisers should protect traditional advertising budgets to avoid falling into a vicious cycle of weakening their brand, while raising the cost of driving performance on retail media properties.The Future of Media 2025 is based on data and insights from WARC, including WARC’s Marketer’s Toolkit global survey of 1000+ marketing executives, and external research. It is part of WARC’s Evolution of Marketing programme helping marketers address major industry shifts to drive effective marketing, and follows the recent publication of WARC’s The Voice of the Marketer 2025The Marketer’s Toolkit 2025 and The GEISTE report.WARC members can read the full report. Complementing The Future of Media 2025 and associated reports, are a series of podcasts.

Business

Not Just a Sporting Event, but Also a Technological Test: Insights into the World’s First Human-Robot Co-Run Marathon

Published

on

E-Town

BEIJING, CHINA – Media OutReach Newswire – 9 April 2025 – A scene even science fiction has yet to depict—humans and humanoid robots running side by side in a half-marathon — will become reality on ​April 13 in Beijing E-Town. Every spring, marathons sprout across China like bamboo shoots after rain. In Beijing, the world’s only “Dual Olympic City” and a global hub for science and innovation, the ​2025 Beijing E-Town Half-Marathon and Humanoid Robot Half-Marathon, scheduled for ​April 13, will pioneer a “sports + technology” format. For the first time, humanoid robots will register alongside human runners, start simultaneously, and share the 21.0975-kilometer course in an unprecedented fusion of innovation.

Li Quan, Member of the Party Working Committee and Deputy Director of the Administrative Committee of Beijing E-Town, revealed that the event has already attracted over ​30,000 human applicants. On the robotics front, global humanoid robot companies, research institutes, robotics clubs, universities, and other innovators have shown immense enthusiasm, with registration numbers soaring.

Notably, to ensure safety, ​physical barriers will separate human and robot runners, with distinct race rules and completion time standards. Yet this groundbreaking human-robot collaboration undeniably signals a bold leap for “technology stepping into reality.”

During a visit to training facilities, reporters observed teams racing against time to upgrade robotic components and intelligence levels, tackling technical challenges to enhance mobility. Some competing robots now reach a ​top speed of 12 km/h. To mitigate the physical strain of road running, some models have added shock-absorbing mechanisms, while others wear customized running shoes.

Liang Liang, Deputy Director of the Beijing E-Town Administrative Committee, explained that as the event is a ​global first with no prior experience or data to reference, both logistics and participants face significant hurdles. To support the robots, organizers have deployed dedicated support vehicles and robotic aid stations. Additionally, they are working closely with each team to refine technology, troubleshoot functions, and achieve developmental goals through pre-race collaboration.

At the ​2024 Paris Olympics, artificial intelligence revolutionized real-time data monitoring, 3D motion capture, and referee decision-making—boosting athlete training efficiency and competitive fairness while showcasing how technology elevates life’s value.

The upcoming human-robot “half-marathon” collaboration represents a ​new frontier where the humanoid robotics industry intersects with humanity, sports, and endurance challenges. Industry experts note that half-marathons strike an ideal balance between “challenge and accessibility”: the event’s low entry barrier contrasts with its rigorous test of physical stamina and mental resilience, culminating in profound personal achievement. By completing the same course, humanoid robots aim to validate industrial progress and refine human-centric technologies.

“This isn’t just a sports competition—it’s a ​stress test for technological breakthroughs and industrial growth,” asserted Xiong Youjun, CEO of the Beijing Humanoid Robot Innovation Center.

A participating robotics executive stated that “marathon-running robots” could accelerate technical maturity, spur industry standards, and drive innovation. On one front, the effort pushes upgrades in high-torque motors, flexible joints, and wear-resistant materials. On another, running’s demand for full-body coordination forces tighter integration of hardware-software systems and deeper partnerships between manufacturers and AI algorithm firms.

These advances promise to unlock ​transformative applications: deploying humanoid robots in disaster relief, long-range inspections, hazardous operations, smart manufacturing, and even elderly home care. As capabilities grow, such robots could also serve as AI training partners for elite athletes, “giving back” to sports development.

Industry experts emphasize that humanoid robots—comprising thousands of components—still face significant hurdles in maintaining stable, prolonged running.

Xiong Youjun explained, “Real-world road conditions differ vastly from lab environments.” To complete the race, robots require ​high-density integrated joints and bodies capable of enduring long distances with efficient heat dissipation. Second, precise coordination of all joints is critical for running, positioning, and dynamic obstacle avoidance—a test of core algorithm development and adaptability. Third, the marathon’s demands on stability, reliability, and battery life are immense, with slopes, turns, and uneven terrain pushing machine performance to its limits.

Given ​persistent technical challenges requiring breakthroughs in industrial development, alongside the disruptive impact of complex outdoor environments on robotic operations, current capabilities allow robots to run alongside humans but not truly compete with them. Thus, this event functions more as an ​industry dialogue and a ​robotic stress test than a traditional race.

For human participants and spectators, sharing the track with robots offers sensory thrills and intellectual expansion. These benefits are concrete: the “constructive interplay” between technology and society clarifies the boundaries of human-robot collaboration, reinforces the principle of “technology for humanity,” and accelerates the shift from ​coexistence to ​co-prosperity.

“As the essence of this event, humanoid robots ‘running marathons’ symbolize humanity’s imagination and dreams in motion—that’s the ultimate highlight,” said Li Quan. “Regardless of rankings or speed, the footprints left by these robots at the finish line hold greater value than any medal. The 21-kilometer course will end, but our quest for human-robot synergy never will.”

Continue Reading

Business

Ghana’s Minister of Lands and Natural Resources to Speak at Mining in Motion Conference

Published

on

Critical Minerals Africa

Mining in Motion will feature Hon. Armah-Kofi Buah, Minister for Lands and Natural Resources in high-level panel discussions on trends and opportunities within the gold mining sector

The Mining in Motion 2025 Summit is pleased to announce the participation of Hon. Emmanuel Armah-Kofi Buah, Minister for Lands and Natural Resources, Ghana as a keynote speaker.

Held under the theme Sustainable Mining & Local Growth – Leveraging Resources for Global Impact, the summit brings together Ghana’s policymakers, gold mining stakeholders and international investors to explore strategies for unlocking Ghana’s full mining potential.

Minister Buah’s participation will be instrumental in highlighting opportunities across Ghana’s gold mining value chain, discussing regulatory reforms designed to attract new investments and promoting local content development. The event will showcase Ghana’s initiatives to formalize and strengthen the artisanal and small-scale gold mining (ASGM) sector.

Under the leadership of Hon. Bauh, Ghana’s Ministry of Lands and Natural Resources has driven the growth of the ASGM sector and its contribution to economic growth and community development. The sector employs over one million people and has generated $5 billion in gold export revenue in 2024, strengthening the mining sector’s contribution to revenue generation.

In partnership with the World Bank, the Ministry of Lands and Natural Resources is implementing the Ghana Landscape Restoration and Small-Scale Mining Project to empower District Mining Committees and formalize the ASGM sector. Additionally, Ghana is establishing a Gold Board to improve access to finance and markets for small-scale miners. The Cooperative Mining Policy of 2024 further strengthens the sector by fostering community mining cooperatives and enhancing their technical and financial capacity.

Minister Buah will use the summit as a platform to position Ghana as a model for ASGM formalization and sustainable sector growth. Beyond panel discussions, he will also participate in exclusive networking sessions and high-level meetings with global investors, exploration and production firms, government representatives and key mining stakeholders. These engagements will facilitate deal signings and partnerships aimed at accelerating the expansion of Ghana’s mining sector.

Stay informed about the latest advancements, network with industry leaders, and engage in critical discussions on key issues impacting ASGM and medium to large scale mining in Ghana. Secure your spot at the Mining in Motion 2025 Summit by visiting www.MiningInMotionSummit.com. For sponsorship opportunities or delegate participation, contact Sales@ashantigreeninitiative.org.

Distributed by APO Group on behalf of Energy Capital & Power

Continue Reading

Business

South Africa Approves Renewable Energy Masterplan, Targeting Enhanced Energy Security

Published

on

African Energy Week

African Energy Week: Invest in African Energies 2025 will examine the impact the South African Renewable Energy Masterplan will have on the country’s power generation landscape

CAPE TOWN, South Africa, April 9, 2025/APO Group/ –The South African Cabinet has approved the South African Renewable Energy Masterplan (SAREM) for implementation, targeting energy security and broader industrial growth. The plan seeks to address challenges associated with local capacity, infrastructure and investment by providing a roadmap for developing renewable energy and battery storage technologies. For investors, the plan identifies a clear pathway to advancing power projects as South African electricity demand is expected to rise two-fold by 2040.

The upcoming African Energy Week (AEW): Invest in African Energies 2025 – taking place September 29 to October 3 – will examine the impact the SAREM will have on the country’s energy mix. Uniting African government and policymakers with energy operators and investors, the event seeks to drive investment in African energy, in alignment with broader goals of making energy poverty history.

AEW: Invest in African Energies is the platform of choice for project operators, financiers, technology providers and government, and has emerged as the official place to sign deals in African energy. Visit http://www.AECWeek.com for more information about this exciting event.

South Africa targets ambitious growth across its renewable energy market, striving to strengthen grid resilience through large-scale investments in generation and transmission infrastructure. Led by policies such as the Integrated Resource Plan (IRP) – revised in 2023 – the country envisages 29.5 GW of new capacity by 2030. Of this, 14.4 GW will be derived from wind while 6 GW comes from solar. The latest procurement round of the IRP targets 6.8 GW of renewable energy, 3 GW of natural gas and 1.5 GW of coal.

To realize these goals, the SAREM aims to leverage rising demand for renewable energy and storage technologies, with a focus on solar, wind, lithium-ion battery and vanadium-based battery technologies to drive industrial development in South Africa. The masterplan is anchored on four primary areas: supporting local demand for renewable energy and storage by unlocking system readiness; driving industrial development by building renewable energy and battery storage value chains; fostering inclusive development by driving transformation of the industry; and building local capabilities in terms of skills and technological innovation.

The SAREM is expected to fuel the already-growing South African renewable energy market. According to the African Energy Chamber’s State of African Energy 2025 Outlook, South Africa – alongside Egypt – is expected to continue leading Africa’s power generation in 2025. The continent has over 500 GW of renewable energy capacity in concept phase, 80% of which are in the North African region and South Africa. South Africa is also one of several countries leading in nuclear-based power generation. The SAREM will support growth by facilitating partnerships across the value chain, implementing targeted training programs while addressing challenges associated with regulatory barriers. While the SAREM provides significant benefits to the renewable energy landscape, Cabinet has directed that additional work be done on the masterplan to incentivize investors to fund projects. This includes the development of green hydrogen to meet international obligations of 5% blended fuel in aviation and maritime sectors by 2030.

During AEW: Invest in African Energies 2025, a multi-track program will explore how policies such as the SAREM will shape Africa’s energy landscape. A dedicated Energy Transition stage will investigate Africa’s strategic approach to driving a just transition, tackling key topics including Energy Security in Africa; Driving Local Value; Scaling-up Renewable Energy; and many more. A Powering Africa stage will address fundamental challenges and opportunities surrounding Africa’s electricity market. For South Africa, panel discussions on Bridging the Electricity Gap; Energy Efficiency; Strengthening Public and Private Sector Collaboration; Energy Diversification, and more, will identify opportunities for investors and project developers. Meanwhile, an Invest in African Energies: Country Spotlight on South Africa will examine the country’s energy landscape, including the advancement of oil and gas projects and the implementation of utility-scale renewable energy projects. From green hydrogen adoption to battery storage solutions to solar, wind and natural gas, the spotlight will explore the role an integrated energy mix will have on the country’s energy future.

Distributed by APO Group on behalf of African Energy Chamber

Continue Reading

Trending