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Meta to earn $240bn from advertising in 2026 outpacing global social media ad growth

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  • Meta’s AI-orientated CapEx is growing fast, but worrying investors
  • Facebook remains the largest Meta platform by ad revenue
  • Over 3.5bn people worldwide use one of its apps every day
  • AI is helping campaigns on Meta to become more efficient
  • Instagram and Facebook outperform as a driver of brand awareness

WARC Media’s Platform Insights: Meta

13 May 2026 – In recent years, Meta has transformed its proposition to advertisers through AI-driven automation, leading its advertising business to grow a forecasted 22.3% to $240bn this year, according to WARC Media.

Serving ads across its mass reach ‘family of apps’ remains the foundation of its monetisation strategy. Its fast-growing ad business funds an aggressive AI innovation programme – which, in turn, fuels the flywheel through further increases in ad revenue.

WARC Media’s latest Platform Insights report explores Meta’s hyper-efficient advertising business, evaluates usage across its apps, and assesses the performance of campaigns on Meta.

Alex Brownsell, Head of Content, WARC Media, and co-author of the report, said: “Meta’s flywheel is spinning faster than ever. The company’s AI-driven automation is transforming how brands connect with audiences, driving rapid growth in advertising spend with Facebook and Instagram. This is enabling further record-breaking levels of investment in AI innovation.

“Yet investors appear concerned that the flywheel is at risk of spinning out of control, in light of

plateauing user growth and mounting pressure to better monetise existing audiences. In this report, we explore the latest evidence-based insights to better understand Meta’s ad model and consider what might come next.”

Investment: WARC forecasts Meta’s advertising business to grow 22.3% to $240bn in 2026

In 2025, Meta’s ad business grew 22% to $196bn. It is expected to grow a further 22.3% to reach $240bn this year, according to WARC Media forecasts, with a more modest growth of 12.1% anticipated for 2027.

Prior to 2023, Meta’s annual ad revenue growth had lagged the total global social media market, and its share of total social spend was in decline. Following sizeable AI investments post-pandemic, it is

now focused on optimising monetisation efficiency rather than simply increasing overall ad load. By deploying unified AI and automated campaign tools, it aims to enhance advertiser conversions and increase ad revenue without degrading user experience.

Facebook is forecast to account for 60% of Meta’s ad revenue in 2026, compared with 40% for Instagram. A unified AI architecture is helping to maintain double-digital growth across both platforms.

In its latest earnings call, Meta announced a $125bn-$145bn increase in annual capital expenditure on AI, funded almost exclusively through its ad business. This relative lack of revenue diversification compared with Alphabet and Amazon is proving a concern for investors, resulting in a 10% drop in the company’s stock.

The US is Meta’s largest market for ad investment (42.2% share on Facebook and 40.5% on Instagram) followed by the UK (4.0% on each platform) and Australia (1.7% and 2.1% respectively), according to WARC Media and Omdia data. However, more than half (55%) of global marketers plan to boost investment in Instagram this year, versus only 25% for Facebook, according to WARC’s annual Voice of the Marketer survey.

Consumption: Over 3.5bn people worldwide use at least one Meta app every day

Meta reports that over 3.5 billion people worldwide use at least one of its apps every day, although restrictions in Russia and Iran caused its first ever decline in total daily active users in Q1 this year.

Facebook’s scale means the age profile of its audience tallies with the total internet population, while Instagram skews younger. Millennials and GenX make up more than 70% of wealthy global Facebook and Instagram users, per analysis by Ipsos.

Latin America, followed by Sub-Saharan Africa, leads in high-net-worth individual (HNWI) engagement on Facebook and Instagram—yet generates far less revenue per user than North America and Europe. Meta is now unlocking this monetisation opportunity through strategic expansions, including rolling out Threads ads in Brazil, seen as a key market.

Short-form video is becoming the content default across Meta. Its vertical video format Reels accounts for 45% of all engagement on Instagram, and 29% on Facebook – with time spent watching video content on Facebook globally up 8% quarter-on-quarter.

Meta heavily invests in LLMs to develop a “deeper intuition about user interests” to help with ad targeting.

Performance: AI is helping Meta campaigns to become more efficient; cost-per-purchase has improved by 4.5% year-on-year

Meta’s advanced AI capabilities are transforming campaign performance across its platforms. The company’s Q4 2025 model rollout drove a 24% increase in incremental conversions through improved attribution, while analysis by Fospha found that its cost-per-purchase (CPP) has improved by 4.5% year-on-year. Brands using Advantage+ have seen a 41% higher blended ROAS and 17% lower new customer acquisition cost versus those running manual campaigns.

Partnership Ads are emerging as a game-changer, with 71% of consumers making purchases within days of seeing creator content across Meta’s apps.

Kantar analysis found that an average campaign allocates 4% of budget to Instagram and 5% to Facebook – but that both platforms deliver relatively higher shares of brand awareness, association and motivation to buy.

Instagram ranks as global marketers’ second most preferred media brand after YouTube, and more than 40% of marketers globally believe that Instagram is among the top four platforms that deliver the highest attention. Both Instagram and Facebook feature advertising that consuers perceive to be “fun” and “entertaining”.

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Taara and Liquid use light-beam technology to expand data center capacity to large enterprises in Lagos, Nigeria

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Over the last two years, Liquid has deployed nearly a dozen Taara links across Lagos to quickly serve high-speed connectivity to large local enterprises and improve network resilience across key commercial areas for local internet service providers, banks, hotels, and a utility company

SUNNYVALE, United States of America, August 5, 2026/APO Group/ –Taara, a graduate of X, Google’s Moonshot Factory and a leader in high-speed, high-capacity wireless optical communication, today announced its continued collaboration with Liquid Intelligent Technologies (https://Liquid.Tech), a business of Cassava Technologies, a global technology company.

Taara has helped Liquid to quickly distribute high-capacity bandwidth from its points of presence at Africa Data Centres and other leading data centers in Nigeria to large enterprises within and beyond the reach of fiber, where traditional deployments can be costly, time-consuming, or operationally challenging, especially in areas where network outages caused by fiber cuts can take days to restore.

Over the last two years, Liquid has deployed nearly a dozen Taara links across Lagos to quickly serve high-speed connectivity to large local enterprises and improve network resilience across key commercial areas for local internet service providers, banks, hotels, and a utility company.

Nigeria is one of the largest economies in Africa, with some analysts reporting that the country’s economy is growing faster (https://apo-opa.co/4fX49AN) in 2026 than it has done in the previous five years. Lagos is the country’s largest and fastest-growing commercial hub, but expanding network infrastructure in dense urban environments can be challenging.

Wireless optical communication gives operators another tool to extend capacity, reach customers faster, and build more resilient networks without compromising performance

To meet growing enterprise demand, operators increasingly rely on a mix of technologies to extend coverage and increase redundancy. Liquid is using Taara’s technology to ensure improved proliferation of connectivity across the most difficult terrains in the country.

By using highly focused beams of light to transmit data through the air, Taara enables operators to establish links within days rather than weeks, helping accelerate customer deployments while complementing existing fiber infrastructure. Liquid is now exploring opportunities to expand the use of wireless optical communication into regions across Nigeria, including Abuja, Ibadan, and Kano.

“For Liquid, deployment speed has been one of the most significant advantages. Traditional fiber deployments aren’t always a possibility, especially across difficult terrains. Taara links can often be installed and activated within hours, allowing Liquid to ensure it is remaining true to its mission to create a digitally connected future that leaves no African behind,” said Eugene Uka, Acting Chief Executive Officer at Liquid Intelligent Technologies Nigeria.

“As demand for connectivity continues to grow, operators need more flexibility in how they expand and reinforce their networks,” said Bhavesh Mistry, Regional Lead for Taara in Africa. “Fiber remains an essential part of modern communications infrastructure, and will for some time, but there are many situations where deploying fiber quickly or cost-effectively can be difficult. Wireless optical communication gives operators another tool to extend capacity, reach customers faster, and build more resilient networks without compromising performance.”

Taara Lightbridge occupies a unique position between fiber and traditional radio-frequency solutions, delivering up to 20 Gbps of capacity across distances of up to 20 kilometers using narrow, invisible beams of light. The platform enables operators to rapidly deploy high-capacity links without trenching, spectrum licensing, or extensive civil works, helping bridge connectivity gaps that might otherwise remain unserved. Taara Lightbridge is currently deployed in more than 20 countries with operators including T-Mobile, Airtel, Digicel, Liquid, and SoftBank, helping extend and reinforce network capacity across urban, rural, remote, and hard-to-reach environments.

Read more in the case study (https://apo-opa.co/4fGlpLK). For more information about Taara, visit https://apo-opa.co/4gbnzmO.

Distributed by APO Group on behalf of Liquid Intelligent Technologies.

 

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Canon returns to Visa pour l’Image to champion outstanding photojournalism

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Canon to recognise outstanding contributions to photojournalism with two grants

DUBAI, United Arab Emirates, July 30, 2026/APO Group/ –This September, Canon (https://en.Canon-CNA.com/) will be championing the work of photojournalists for the 37th consecutive year, as part of its decades-long partnership with Visa pour l’Image.

Canon will honour the craft of documentary storytelling during the festival’s Pro Week (31 August – 5 September 2026), held in Perpignan in the south of France, by awarding two independent project grants, bringing together industry experts to encourage meaningful discussions and providing recourses for the professional community at the Canon Lounge.

Canon to recognise outstanding contributions to photojournalism with two grants

For 26 years, Canon and Visa pour l’Image have awarded at times career-defining project grants to female photojournalists pursuing a long-term documentary project, alongside the opportunity to showcase their work on the acclaimed Visa pour l’Image stage.

This year, the international jury has awarded Finnish photojournalist and Canon Ambassador Meeri Koutaniemi, for her 14-year documentation of female genital mutilation (FGM) and the grassroots activists working to end the practice. Spanning 14 countries, the project explores both the impact of FGM and the efforts of survivors and communities driving change from within, culminating in a return to Kenya to examine how activism and education can transform future generations.

Canon and Visa pour l’Image are also presenting the seventh Canon Video Grant to German-Mexican filmmaker Axel Javier Sulzbacher for Antes de ser Niño – Before Being a Child. Set in Michoacán, Mexico, the film follows a youth militia where children receive military-style training amid cartel violence, exploring the tension between protection, militarisation, and childhood through long-term observational filmmaking.

We are proud to support photographers and videographers who devote years to telling stories that can shape understanding and help build a more informed and compassionate world

“Photojournalism has the power to make visible the realities that too often remain unseen. For more than two decades, the Canon Female Photojournalist Grant has supported women whose dedication, courage and empathy bring these stories to light. Meeri Koutaniemi’s work exemplifies the profound role documentary storytellers play in bearing witness, amplifying underrepresented voices, and inspiring meaningful change.

Alongside photography, documentary filmmaking plays a vital role in helping us understand the world and the experiences of people whose stories might otherwise go untold. This year, the Canon Video Grant recognises the remarkable work of Axel Javier Sulzbacher, whose dedicated, long-term approach brings nuance and humanity to a complex and challenging subject,” says Ingrid Masachs, EMEA Marketing Director at Canon.

“We are proud to support photographers and videographers who devote years to telling stories that can shape understanding and help build a more informed and compassionate world.”

Canon to host a Photo Studio

As a special highlight this year, Canon will host a dedicated Photo Studio and offer visitors the opportunity to receive a professional headshot and live demonstration of Canon’s Authenticity Imaging System (https://apo-opa.co/4c8UlT2), which embeds secure, verifiable credentials into images in accordance with the C2PA standard.

Canon support at Visa pour l’Image

The Canon Lounge will showcase the strength of Canon’s complete professional imaging offering, bringing together industry-leading cameras, lenses, professional print technology and software solutions that help protect image authenticity, and the unrivalled expertise of Canon Professional Services (CPS).

Throughout the festival, accredited photographers can benefit from complimentary check-and-clean services, hands-on access to the latest equipment, one-to-one advice from Canon product specialists, and a fine art print of their work. As the only imaging brand offering this full suite of products, software and services support, Canon is uniquely positioned to help professional photographers create, protect, and share their work with confidence.

Distributed by APO Group on behalf of Canon Central and North Africa (CCNA).

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Radisson Hotel Group and Accenture Redefine Travel Discovery on ChatGPT

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New Radisson Hotels app in ChatGPT helps travelers move from trip intent to relevant hotel options, live rates, and direct booking paths, advancing Radisson Hotel Group’s agentic commerce strategy

AI is radically transforming how people search for and book hotel stays, and we are committed to being at the forefront of this shift

BRUSSELS, Belgium, July 29, 2026/APO Group/ –Radisson Hotel Group (www.RadissonHotels.com) has collaborated with Accenture (NYSE: ACN) in launching an AI-powered hotel discovery app in ChatGPT, helping travelers move from trip intent to search, comparison and planning through natural conversation.

 

Available as @RadissonHotels in ChatGPT, the app enables travelers to search for Radisson Hotels properties across over 100 countries, and more than 1,000 hotels through natural conversation. Through starting a new ChatGPT conversation with @RadissonHotels at the start of the prompt, travelers can ask for advice to plan a family-friendly weekend stay in Amsterdam, or a hotel in Paris with a gym and spa near the Eiffel Tower. The app will respond with relevant Radisson Hotels properties with live inventory and rates, location context, amenities, hotel details, and interactive map-based results. When ready, travelers are directed to complete the reservation through the Radisson Hotels website.

The launch marks an important step in Radisson Hotel Group’s move toward agentic commerce (https://apo-opa.co/4w1xwbb): a shift from traditional, channel-based booking journeys to AI-led experiences where discovery, comparison, and decision-making happen through conversation. As travelers increasingly turn to AI to ask questions, narrow down options, and plan trips, hospitality brands need to be visible, accurate, and actionable at the moment of intent.

This shift is already underway. According to Accenture’s Consumer Pulse Research (https://apo-opa.co/4fqvOLv), 87% of travelers are open to collaborating with an AI-powered travel agent to find the best option, and 71% of travelers say that at least half of their spend for hotels or airlines will be influenced by AI over the next 12 months. Radisson Hotel Group is seeing the change firsthand, noting that organic and direct web traffic channels that have historically driven online bookings are giving way to new touchpoints like ChatGPT.

“AI is radically transforming how people search for and book hotel stays, and we are committed to being at the forefront of this shift,” said Gianni Di Fede, chief commercial officer, Radisson Hotel Group. “With Accenture, we are reimagining hotel discovery for the next generation of travelers—meeting guests in the planning moment with a branded experience that makes it easier to find, compare, and book Radisson Hotels properties.”

The collaboration began with Radisson Hotel Group using an MCP accelerator that is part of Accenture’s AI Merchant Center, an agentic readiness and intelligence platform. This helped structure, validate, and optimize how Radisson Hotels’ content, inventory, rate, and booking signals could be monitored for AI-led discovery. Accenture then worked with Radisson Hotel Group to design the app experience, shaping how travelers interact with it and how it works across devices. The app connects directly to Radisson Hotel Group’s existing systems, delivering real-time hotel information that helps travelers move from a broad idea to a relevant shortlist more quickly. Over time, the companies plan to expand this experience to include deeper personalization, loyalty recognition, in-chat booking, reservation management, trip modification, and AI concierge capabilities.

“Agentic commerce is fundamentally changing how people discover and choose brands. As journeys become more conversational and intent-driven, companies have to rethink how they show up — not just to be found, but to be chosen, and to deliver value in that moment,” said Ndidi Oteh, CEO of Accenture Song. “Radisson Hotel Group is taking a step in that direction, creating a more direct and meaningful way to connect with travelers when decisions are being made.”

The app is part of Radisson Hotel Group’s broader digital transformation and direct booking strategy. Accenture has supported the Group in modernizing its digital and data foundation (https://apo-opa.co/4pPQ78O), uniting its brands on a single global platform and enabling more personalized marketing across more than 1,000 hotels. With the Radisson Hotels app in ChatGPT extending that foundation into a new AI-native discovery channel, the Group will remain visible, relevant, and bookable as traveler behavior continues to evolve.

“With travel, planning is becoming easier for consumers, but more competitive for brands,” said Emily Weiss, senior managing director and global Travel lead, Accenture. “Travelers want to compare options quickly, narrow down choices and book with confidence, often in a single journey. That puts pressure on brands to show up with accurate, up-to-date, and easy-to-navigate information at every step. With Radisson Hotel Group, the focus was on making hotel content more accessible, so travelers can find what they need, explore options, and move to booking more seamlessly.”

This work builds on Accenture and ChatGPT’s parent company OpenAI’s broader partnership (https://apo-opa.co/4pOOVlZ) to help organizations use AI in more practical, decision-driven ways, unlocking new opportunities for growth, stronger customer connections, and more efficient operations. Accenture is an OpenAI Elite Partner and was recently named OpenAI’s AI Transformation Partner of the Year

Distributed by APO Group on behalf of Radisson Hotel Group.

 

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