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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.

Business

Afreximbank Africa Trade Report shows Africa can turn geopolitical disruptions into long-term growth opportunity

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Afreximbank

The report highlights Africa’s continued growth resilience despite significant headwinds occasioned by escalating geopolitical tensions and ensuing economic shifts

CAIRO, Egypt, June 24, 2026/APO Group/ –African Export-Import Bank (Afreximbank) (www.Afreximbank.com) has launched the 2026 edition of its flagship African Trade Report themed “Leveraging Geopolitics for Trade and Industrialisation in Global Africa.” The report presents a comprehensive review of trade and economic developments across Africa and globally in the context of the 2025 operating environment, while outlining available strategic options for Africa to transform ongoing geopolitical tensions and associated supply chain disruptions into long-term resilience for growth and shared prosperity across the continent.

 

The report highlights Africa’s continued growth resilience despite significant headwinds occasioned by escalating geopolitical tensions and ensuing economic shifts. Reflecting the continent’s growth resilience, the report shows that while global economic growth slowed to 3.4 percent in 2025 and is projected to further ease to 3.1 percent in 2026, Africa’s real GDP growth strengthened from 3.4 percent in 2024 to 4.5 percent in 2025. This performance not only surpasses the global average but also highlights the continent’s improving economic fundamentals in a fractured world economic order.

Africa’s merchandise trade also delivered strong performance, expanding by 6.1 percent to reach approximately US$1.5 trillion, while aggregate inflation declined sharply from 21.6 percent in 2024 to 13.1 percent 2025. These outcomes reflect the stabilising effects of prudent macroeconomic management, ongoing policy and institutional reforms, and the countercyclical interventions of development finance institutions across the continent.

Commenting on the Africa Trade Report’s findings, Dr Yemi Kale, Group Chief Economist and Managing Director of Research and Trade Intelligence at Afreximbank, said:

By strategically leveraging these shifts, Africa can build a more resilient, competitive and inclusive economic future

Africa stands at a critical juncture. Geopolitical tensions and economic fragmentation are reshaping global trade patterns, but they also present a historic opportunity for the continent. By strategically leveraging these shifts, Africa can build a more resilient, competitive and inclusive economic future.

Afreximbank

“It is imperative for the continent to act decisively to strengthen regional value chains, deepen industrial capacity, expand access to trade finance, and accelerate continental integration. Through coordinated policy action, strategic infrastructure investment, and stronger development finance institutions, Africa can build a more resilient, inclusive, and value-added trade ecosystem. Africa cannot afford to delay.”

The report further highlights that Africa’s export performance remains constrained by a persistent trade finance gap, estimated at approximately US$74 billion in 2025. The challenge is exacerbated by limited foreign exchange liquidity and the continued decline in correspondent banking relationships, factors that restrict the continent’s capacity to fully realise its trade and industrial potential.

At the same time, evolving shipping routes and prolonged disruptions to global logistics networks continue to extend delivery timelines and increase freight and trading costs. These pressures are particularly acute for African economies that remain heavily reliant on imported inputs and external markets, even as global supply chains increasingly reconfigure toward resilience, diversification, and emergence of alternative production hubs.

The report also outlines several strategic priorities, including the accelerated implementation of the African Continental Free Trade Area (AfCFTA), the expansion of digital payments infrastructure through the Pan-African Payment and Settlement System (PAPSS), and coordinated reforms to the global financial architecture. It further underscores the growing role of African financial institutions in strengthening economic resilience. Afreximbank, a founding member of the Alliance of African Multilateral Financial Institutions (AAMFI), disbursed US$17.5 billion in 2024 and is working to double intra-African trade finance by 2026. Meanwhile, Pan African Payment and Settlement System (PAPSS) is already helping to reduce transaction costs and lessen reliance on foreign currencies across the continent.

As geopolitical tensions continue to reshape global supply chains and trade patterns, the continent’s ability to leverage these shifts will depend on strengthening industrial ecosystems, expanding intra-African trade, and sustaining coordinated financial support. Ultimately, a combination of adaptive policy frameworks, strategic trade positioning, and robust direct foreign investment interventions will be central to driving a resilient, inclusive, and sustainable industrialisation pathway for Global Africa. The imperative now is to act with ambition and urgency. This would require accelerating the implementation of the African Continental Free Trade Area (AfCFTA), expanding intra-African trade finance, strengthening transport and logistics infrastructure, and deepening digital payment systems through the Pan-African Payment and Settlement System (PAPSS).

The full report can be downloaded here:  https://apo-opa.co/4xNkbFx

Distributed by APO Group on behalf of Afreximbank.

 

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Islamic Development Bank (IsDB) Institute Strengthens Global Partnerships through Strategic Bilateral Engagements at 2026 Group Annual Meetings

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IsDBI

The meetings reaffirmed IsDBI’s commitment to advancing Islamic economics and finance as a catalyst for sustainable development, innovation, financial inclusion, and economic transformation across Member Countries and beyond

BAKU, Azerbaijan, June 24, 2026/APO Group/ –The Islamic Development Bank Institute (IsDBI) (https://IsDBInstitute.org/) successfully conducted a series of bilateral meetings with government institutions, multilateral organizations, financial regulators, academic institutions, development agencies, and industry leaders on the sidelines of the 2026 IsDB Group Annual Meetings in Baku, Azerbaijan.

 

The meetings reaffirmed IsDBI’s commitment to advancing Islamic economics and finance as a catalyst for sustainable development, innovation, financial inclusion, and economic transformation across Member Countries and beyond.

The engagements covered a wide spectrum of strategic themes, including Islamic finance ecosystem development, regulatory and legislative reform, capacity building, sukuk market development, Islamic social finance, digital transformation, fintech, sustainable finance, waqf innovation, and knowledge partnerships.

Among the key engagements were discussions with representatives from the Governments of Tajikistan, Libya, Maldives, Türkiye, Ethiopia, and Sierra Leone on strengthening Islamic finance ecosystems through technical assistance, regulatory enhancement, and institutional capacity development.

The Institute also met with leading international organizations and standard-setting bodies, including the Islamic Financial Services Board (IFSB), AAOIFI, the Eurasian Development Bank, and the Islamic Microfinance Development Fund (FDMI). The meetings explored avenues for collaboration in research, standards development, capacity building, and strategic initiatives aimed at broadening the global reach and impact of Islamic finance.

Several meetings focused on innovation and emerging opportunities, including discussions with Rosatom State Corporation on sustainable financing solutions and sukuk structures, Islamic Money Australia on digital Islamic banking models, and INCEIF University on Islamic social finance data, waqf tokenization, and applied research collaboration.

The Institute also explored partnerships with organizations from Brazil, Palestine, Somalia, Senegal, Djibouti, and the private sector to advance knowledge dissemination, capacity-building programs, blended Islamic finance solutions, cash waqf digitalization initiatives, and investment-related research.

Commenting on the outcomes of the engagements, the Institute’s team, led by Acting Director General, Dr. Sami Al-Suwailem, noted that the meetings reflected the growing global interest in leveraging Islamic economics and finance to address contemporary development challenges and unlock new opportunities for inclusive and sustainable growth.

The discussions generated a pipeline of follow-up initiatives, including technical assistance programs, joint research projects, capacity-building activities, policy advisory support, and collaborative knowledge-sharing platforms.

The 2026 IsDB Group Annual Meetings provided a valuable platform for strengthening existing partnerships, establishing new strategic relationships, and advancing the Institute’s mission of promoting innovative, impactful, and development-oriented Islamic economics and finance solutions worldwide.

Distributed by APO Group on behalf of Islamic Development Bank Institute (IsDBI).

 

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Energy

Nigeria Accelerates $750B Mining Vision Ahead of African Mining Week (AMW) 2026

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Etu Energias

African Mining Week will showcase opportunities within Nigeria’s mining value chain as the country seeks capital to unlock its $750 billion worth of untapped mineral deposits

CAPE TOWN, South Africa, June 24, 2026/APO Group/ –Nigeria’s mining sector is entering a new phase of growth as regulatory reforms, downstream investments and international partnerships strengthen investor confidence in one of Africa’s largest untapped mineral markets. The country’s solid minerals sector has secured approximately $3 billion in investments over the past three years, reflecting growing investor confidence as the West African nation seeks to bridge the financing gap hindering large-scale mining development.

 

The investment milestone comes as Nigeria deepens engagement with investors to unlock its estimated $750 billion in untapped mineral resources. The country is targeting an increase in mining’s contribution to GDP to 10%, creating lucrative investment opportunities for global mining industry players.

These developments come as African Mining Week (AMW) 2026 – Africa’s Most Influential Mining Conference, taking place in Cape Town from October 14-16 – prepares to showcase Nigeria’s expanding project pipeline and investment opportunities. Through dedicated country sessions, project showcases and executive networking, the event will connect international investors with Nigerian policymakers, mining companies and service providers driving the country’s mining transformation.

Nigeria’s expanding investment pipeline is a testament to its drive to strengthen partnerships. In June 2026, indigenous company Romulus Mining announced plans to increase investments across its gold and lithium portfolio from approximately $50 million to $150 million over the next three years, underscoring growing private sector confidence in the country’s mining outlook.

A partnership deal signed with Turkey in May 2026 is expected to support cooperation in geological exploration, mining technologies, digitalization and capacity building, while creating new opportunities for Turkish investment and technical expertise across Nigeria’s mining value chain.

Meanwhile, the advancement of several downstream projects – including a $600 million lithium processing facility in Nasarawa State and a $200 million lithium processing plant in Abuja – underscores Nigeria’s commitment to boosting mineral production and supporting industrialization.

Amid these developments, AMW 2026 provides a timely platform for investors seeking to capitalize on one of Africa’s most promising mining markets. The event will facilitate strategic partnerships that support exploration, mineral processing and long-term industry growth, reinforcing Nigeria’s ambition to develop a $1 billion economy by 2030 on the back of its mining industry.

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

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