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Media in 2025: defined by abundance, driven by algorithms

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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.

Energy

SBM Offshore Confirmed as Silver Sponsor for African Energy Week (AEW) 2026 Amid Africa FPSO Expansion Push

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African Energy Chamber

SBM Offshore will participate as Silver Sponsor at African Energy Week 2026, where they are set to showcase FPSO expansion in Angola, Namibia and Guyana amid strong financials and a deepwater innovation strategy

CAPE TOWN, South Africa, June 9, 2026/APO Group/ –Multinational oil and gas services company SBM Offshore will participate at this year’s African Energy Week (AEW) 2026 Conference and Exhibition as a Silver Sponsor, reinforcing the company’s long-term commitment to Africa’s expanding deepwater oil and gas industry. Their participation comes as SBM Offshore accelerates brownfield optimization projects in Angola while aggressively positioning itself for new frontier developments in Namibia’s Orange Basin.

 

SBM Offshore’s return to AEW, which takes place from October 12–16 in Cape Town, is expected to draw significant industry attention as operators, financiers and EPC contractors evaluate the next wave of floating production infrastructure across the Atlantic Basin. With more than 20 years of experience in Africa and over $31 billion in contract backlog globally, the company remains one of the world’s most influential FPSO suppliers.

The Sponsorship follows several major milestones announced during 2025 and 2026. On May 26, the American Bureau of Shipping approved SBM Offshore’s seawater intake riser technology developed alongside Shell. The system pumps cold seawater from depths of 700m to FPSO topsides, reducing onboard cooling energy demand and improving emissions performance for future African and South American projects.

The company’s financial position strengthened considerably following the $2.32 billion sale of FPSO One Guyana to ExxonMobil in February 2026. The transaction helped drive a 216% year-on-year increase in Q1 2026 directional revenue to $3.5 billion while reducing SBM Offshore’s net debt from $5.7 billion to $3.2 billion by March 21, 2026.

SBM Offshore continues to demonstrate the technical expertise, operational scale and long-term investment approach needed to advance Africa’s next generation of energy projects

In March 2026, ExxonMobil awarded SBM Offshore front-end engineering and design contracts for the Longtail development in Guyana. The proposed FPSO is expected to feature the world’s highest gas-handling capacity ever deployed on a floating production vessel, processing 1.2 billion cubic feet of gas and 250,000 barrels of condensate daily.

Across Africa, SBM Offshore continues expanding its offshore footprint. In Angola, the company signed multi-year extensions in December 2025 with Esso Exploration Angola for FPSO Mondo and FPSO Saxi Batuque in Block 15, extending operations through 2032. Brownfield upgrades and life-extension works commenced in early 2026 to support declining reservoir pressure management and maintain environmental compliance standards.

The company also finalized a share purchase agreement with Equatorial Guinea’s national oil company GEPetrol in December 2025, restructuring regional asset ownership and supporting localized operational transitions. The FPSO Aseng formally exited SBM Offshore’s lease-and-operate fleet during the same period as management responsibilities shifted toward Equatoguinean entities.

Namibia retains a central focus of SBM Offshore’s African growth strategy. The company is actively competing for TotalEnergies’ Venus FPSO contract in the Orange Basin, one of Africa’s largest recent offshore discoveries with estimated resources of roughly 2 billion barrels. SBM Offshore has expanded its Cape Town commercial engineering workforce while positioning its standardized technologies for upcoming South Atlantic developments.

“SBM Offshore’s participation at this year’s event reflects the growing momentum behind Africa’s deepwater industry and the critical role FPSO technology will play in unlocking new production. From Angola’s mature offshore hubs to Namibia’s frontier discoveries, SBM Offshore continues to demonstrate the technical expertise, operational scale and long-term investment approach needed to advance Africa’s next generation of energy projects,” says NJ Ayuk, Executive Chairman, African Energy Chamber.

Looking ahead, SBM Offshore aims to combine frontier expansion with lower-emission offshore production systems. Through partnerships with SLB and Cognite, the company is integrating industrial AI platforms to its global fleet while scaling standardized hull construction to accelerate project delivery timelines across Africa and Latin America.

Distributed by APO Group on behalf of African Energy Chamber.

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Minister Kgosientsho Ramokgopa Joins African Energy Week (AEW) 2026 as South Africa Opens R400B Grid Expansion to Private Investment

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Kgosientsho Ramokgopa

South Africa has moved from rolling blackouts to a year of stable supply, and Minister Kgosientsho Ramokgopa now turns to the grid expansion and market reforms needed to keep the lights on and draw private capital

CAPE TOWN, South Africa, June 9, 2026/APO Group/ –Kgosientsho Ramokgopa, Minister of Electricity and Energy of the Republic of South Africa, has been confirmed as a featured speaker at African Energy Week (AEW) 2026, where he is expected to outline the next phase of the country’s power-sector recovery and the investment drive needed to expand the electricity grid.

 

Taking place October 12-16, AEW 2026 represents the largest energy gathering on the African continent, offering a strategic platform for dealmaking and partnerships. Minister Ramokgopa’s participation reflects the country’s ambitions to strengthen investment flows across the power and energy markets, supporting long-term generation resilience and improved transmission networks.

South Africa has moved from one of the worst phases of its electricity crisis to its most stable supply in years. The country recently passed a full year without load-shedding, and the grid is at its strongest in half a decade, with roughly 4,400 MW more generation on hand than a year earlier. The return of Kusile Power Station to its full output of about 4,800 MW helped anchor the turnaround.

South Africa’s recovery shows what disciplined execution can achieve, and opening the grid to private capital is the logical next step

With supply stabilized, Ramokgopa has reframed the current market challenge as being less about generation and more to do with transmission, offtakers and bottlenecks, pointing to more than 130 GW of generation projects that have yet to secure firm offtake agreements. That bottleneck sits at the center of the country’s largest infrastructure push. The Transmission Development Plan calls for 14,000 km of new power lines and 105 substations by 2030, at a cost of roughly R400 billion, to unlock an additional 22.5 GW of capacity.

Because neither Eskom nor the state can fund that build alone, the government has opened transmission to private investment for the first time through the Independent Transmission Projects (ITP) program. In December 2025, Ramokgopa named seven prequalified bidders for the first phase, all of them international-led consortia. The phase covers 1,164 km of high-voltage lines across seven corridors, with a combined value of about $1 billion. A request for proposals is expected in the second half of 2026.

“South Africa’s recovery shows what disciplined execution can achieve, and opening the grid to private capital is the logical next step,” says NJ Ayuk, Executive Chairman of the African Energy Chamber. “The real opportunity now is in transmission, and the investors who help build that network will open up generation that will change South Africa’s future for the better.”

Private appetite is already evident on the generation side. The latest round of the Renewable Energy Independent Power Producer Procurement Program drew 10.2 GW of bids against the 5 GW on offer. In the 2025/26 financial year, eight new independent power projects came online with a combined 800 MW, and another 1,610 MW is under construction.

Minister Ramokgopa is also expected to address the Integrated Resource Plan 2025, the government’s blueprint guiding new generation capacity, and the rollout of a competitive wholesale electricity market intended to open the sector beyond Eskom.

As AEW 2026 prepares to convene policymakers, investors and operators at the Cape Town International Convention Center this October, Minister Ramokgopa’s participation is the host nation’s signal that its power sector is open for investment.

Distributed by APO Group on behalf of African Energy Chamber.

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Carbon Markets Africa Summit (CMAS) 2026 programme launched as Africa’s carbon markets move from readiness to delivery

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CMAS

Positioned as a pan-African marketplace, CMAS connects policy, project pipelines, capital and buyers in a structured environment focused on enabling real deal flow

CAPE TOWN, South Africa, June 9, 2026/APO Group/ –Africa is emerging as an exciting destination to develop carbon market projects with improved policy certainty and more and more projects becoming investment-ready. As global carbon markets transition from rule-setting to real transactions, with Article 6 mechanisms moving into implementation and compliance-driven demand such as CORSIA accelerating, attention is shifting towards where credible supply, policy certainty and investment-ready projects can be delivered at scale.

 

Against this backdrop, the Carbon Markets Africa Summit (CMAS) that is organised by VUKA Group has released its official 2026 programme, outlining how Africa’s carbon markets can move beyond frameworks into execution, investment and transactions. The summit will take place from 13–15 October 2026 in Kigali, Rwanda, hosted by the Ministry of Environment of Rwanda, with UNDP and the African Development Bank (AfDB) as host organisations, the Development Bank of Southern Africa (DBSA) as host partner, and AUDA-NEPAD as the strategic institutional partner.

Positioned as a pan-African marketplace, CMAS connects policy, project pipelines, capital and buyers in a structured environment focused on enabling real deal flow.

This year’s programme reflects a changing market dynamic, one where integrity, quality and transaction readiness are becoming decisive.

Carbon markets are entering a more selective and operational phase. The question is no longer whether Africa has a role to play, but whether the continent can bring forward credible projects, enabling frameworks and market infrastructure to transact at scale,” said Emmanuelle Nicholls, Project Lead. “CMAS 2026 is designed as a response to that moment – connecting the actors, pipelines and capital needed to move from ambition to execution.”

Africa’s carbon markets must be built on integrity, equity, and continental coordination so that carbon finance delivers real value

Within this evolving context, the summit places strong emphasis on the foundations required to scale markets responsibly. As Estherine Fotabong, Director at AUDA-NEPAD, notes, “Africa’s carbon markets must be built on integrity, equity, and continental coordination so that carbon finance delivers real value for communities, ecosystems, and sustainable development across the continent.”

A programme built for execution

The CMAS 2026 programme spans the full carbon market value chain from policy and Article 6 implementation to project development, finance and transactions. Key highlights include the keynote opening session on delivering projects, capital and transactions at scale, a high-level dialogue on trust and market readiness, ministerial and technical roundtables, and sessions focused on buyer demand, investor priorities and deal structuring.

 

A central feature is a curated pipeline of African carbon projects across nature-based solutions, regenerative agriculture, carbon removals, waste-to-value and blue carbon, presented through project showcases, case studies and investment-ready deal rooms.

The programme also includes solution labs and technical workshops addressing critical bottlenecks—including Article 6 and CORSIA implementation, early-stage finance, MRV systems and project bankability, alongside live demonstrations of digital carbon infrastructure, ensuring focus on practical market development and delivery.

CMAS 2026 is hosted in Rwanda, a country advancing carbon market frameworks under Article 6, and takes place at a pivotal moment as global markets increasingly prioritise integrity, quality and real delivery at scale.

Distributed by APO Group on behalf of VUKA Group.

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