Connect with us

Business

Social media scales new heights as the world’s largest channel by advertising investment, forecast to reach $247.3bn this year

Published

on

WARC Global Advertising Trends

Meta alone is on track to surpass all global linear TV in advertising revenue by 2025

WARC Global Advertising Trends: Social media reaches new peaks

2 May 2024 – Social platforms dominate the global media landscape, and wield huge influence over how brands reach their audiences.

According to WARC Media’s latest forecasts, social media is now the largest channel worldwide by advertising investment, having overtaken paid search last year, and is forecast to total $247.3bn in 2024, up 14.3% year-on-year.

Data from GWI shows that time spent with social platforms has increased by 50% since 2014, from an average daily consumption of 95 minutes to 152 minutes in 2024, and according to data.ai, worldwide user numbers across social platforms have risen 169% since 2014.

Alex Brownsell, Head of Content, WARC Media, says: “Much of social media’s success has been driven by Meta’s remarkable renaissance. However, social’s stronghold on budgets can also be seen in TikTok’s rise, and a return to double digit ad revenue growth at Snapchat and Pinterest.

“However, with this dominance comes challenges, such as rising advertising loads in social environments, and the impact of AI on media planning. In this report, we take a holistic view of the global social media landscape, which shows no sign of losing momentum.”

Key insights highlighted in WARC’s Global Advertising Trends: Social media reaches new peaks are:

Social is the leading media channel by ad spend globally

Global social spend is set to total $247.3bn in 2024, up 14.3% year-on-year, a slight deceleration from +16.0% in 2023. Western platforms are growing fastest, fuelled by Chinese brands targeting US and European audiences.

Meta is on track to overtake linear TV in ad revenue in 2025
Both Facebook and Instagram grew by more than 20% year-on-year in Q1 2024, and Meta is forecast to earn $155.6bn in ad revenue this year, representing a 63.0% share of global social spend, fuelled by a wave of investment from Chinese exporters, and the popularity of its AI tools. According to WARC Media, Meta is set to overtake global linear TV in advertising spend terms in 2025.

Investment in AI has helped to drive incremental social spend
Tools like Meta’s Advantage+, which automate aspects of creative and media planning, are becoming increasingly popular with advertisers. However, some brands have complained of erosion to campaign efficiencies.

TikTok’s growth will slow in 2024, amidst US ban concerns
WARC Media forecasts TikTok will earn $23.1bn this year. The +18.3% year-on-year increase marks a significant slow-down from the 87.8% growth rate it clocked up last year, despite the introduction of new search and shopping ad formats. Given TikTok’s unique popularity with Gen Z audiences, many advertisers in the US will be hoping a ban does not come into effect.

Snapchat and Pinterest return to double digit ad growth
Pinterest is set to enjoy a 17.3% year-on-year increase in ad revenue in 2024, while Snapchat is forecast to grow 13.7%. This strong growth of both platforms is attributed to a refocus and leaning into their respective strengths.

Twitter/X’s ad revenue woes are set to continue in 2024
X’s ad revenue in 2024 is predicted to decline by 6.4% globally and 5.1% in the US. However, compared to its startling 46.4% decrease in 2023, it marks something of a stabilisation for the Elon Musk owned platform, largely due to political ad spend. However, marketers remain concerned with brand safety and X’s much publicised issues with bots.

Ad loads are rising across social platforms
Meta reportedly increased its ad load in Q4 2023 to 19.1%, with most Reels sessions now having seven or more ads. Platforms are aiming to improve monetisation “efficiency” with new search and shopping ad formats.

Social platforms are becoming increasingly homogeneous
As TikTok prepares to launch a photo sharing app, Notes, and Meta invests in AI search tools, social platforms are converging in the advertising formats and commerce functionality they offer to brands.

Rachel Morman, Global Head of Social, PHD Global, comments: “AI offers incredible new opportunities for [social advertisers], delivering multi-advertiser contextual ads, but that may not be suitable for all brands – such as those that need to heavily consider exclusivity and adjacency.”

Gillian Collison, Global Head of Social, GroupM, added: “The challenge remains to enable brands to leverage their own data and analytics to understand target audiences at a deeper level, enabling personalised experiences across all mediums.”

Social Media outlook in the US, UK, China and APAC
US: Social media advertising spend is set to reach $75.6bn this year. Facebook remains the biggest player, forecast to reach $36.3bn, followed by Instagram ($21.3bn), and TikTok ($10.1bn).

UK: Social media advertising spend in the UK grew 15.6% year-on-year in 2023, and is forecast to reach £8.8bn in 2025, per the latest AA/WARC Expenditure Report. Much of this growth is attributed to rising spend on social video formats, up 20.0% year-on-year, according to IAB UK.

China: Major Chinese social platforms have suffered an ad revenue slowdown since 2021, however, signs of positivity are emerging: video and photo sharing app, Xiaohongshu, with 312m MAUs in China, has reported its first profit; and Douyin, owned by ByteDance, is forecast to earn $30.2bn in ad revenue, $7bn more than TikTok, its Western sibling.

APAC: more than 70% of consumers in Asian markets, including Indonesia and the Philippines, use social media across multiple stages of their buying journeys. GWI data shows that social media users in APAC are 11.2% more likely than the global average to purchase a product or service on a weekly basis because of social media influencer endorsement.

Read a complimentary sample report of WARC’s Global Ad Trends: Social media reaches new peaks here. WARC Media subscribers can read the report in full. A WARC podcast discussing the findings outlined in the report will be available from 7 May.

Global Ad Trends is a quarterly report which draws on WARC’s dataset of advertising and media intelligence to take a holistic view on current industry developments. It is part of WARC Media, a subscription service which provides rigorous and accurate benchmarks aggregated and verified from over 100 reputable sources, empowering media decision makers to plan strategies with precision.

Business

$40B Africa Energy Fund Targets Universal Access – What it Means for Clean Cooking

Published

on

Africa-Energy-Fund

With the launch of a $40 billion fund to expand energy access, African Energy Week 2025: Invest in African Energies will serve as a key platform to drive investment in clean cooking solutions and sustainable energy strategies across the continent

CAPE TOWN, South Africa, April 11, 2025/APO Group/ –A new $40 billion Africa Energy Fund, launched at the Mission 300 Africa Energy Summit in Dar es Salaam, aims to provide 300 million people with access to cleaner, more reliable energy by 2030. The initiative aligns with Africa’s broader push for sustainable energy solutions, including clean cooking technologies, which remain one of the most critical yet underfunded sectors in the energy transition. As African Energy Week (AEW): Invest in African Energies 2025 approaches, discussions on scaling investment in clean cooking solutions will be high on the agenda, particularly in light of the commitments made by African nations to advance energy access.

Access to clean cooking solutions remains one of Africa’s most pressing energy challenges. Over 900 million people on the continent still rely on traditional biomass, such as wood and charcoal, for cooking. The health, environmental and economic consequences are severe – household air pollution from these fuels contributes to over 600,000 premature deaths annually, while deforestation and carbon emissions continue to rise. While electrification projects are a major focus of Africa’s energy transition, clean cooking remains an urgent issue that requires targeted investment and policy support.

The Fund is a step in the right direction and demonstrates global commitment to accelerating energy access and supporting Africa’s transition to cleaner, more sustainable energy solutions. The World Bank has pledged $22 billion to support the initiative, while the African Development Bank has committed $18.2 billion. Additional contributions include $2.65 billion from the Islamic Development Bank and $1 billion from the OPEC Fund, highlighting strong financial backing from major international institutions.

Several African countries have demonstrated strong commitments to expanding clean cooking access through national policies, targeted financing mechanisms and public-private partnerships. Kenya, seeking universal access by 2028, is advancing LPG expansion, electric cooking and bioethanol alternatives with support from private sector investment and international partnerships. By subsidizing LPG and investing in infrastructure, the country has significantly increased adoption rates. Neighboring Tanzania is integrating clean cooking solutions into its national electrification plan and broader energy transition strategy, supported by a dedicated National Clean Cooking Strategy. Meanwhile, Ghana has adopted a multi-pronged approach, enhancing the affordability of LPG and promoting efficient biomass stoves. The country is also raising public awareness of the health benefits of clean cooking, while encouraging local manufacturing of stoves and fuel alternatives.

The newly-launched energy fund not only works to expand electricity access, but also to catalyze economic opportunities by powering industries, businesses and households. Reliable energy is a fundamental enabler of economic growth, and investments in clean cooking align with broader energy access goals by reducing health costs, increasing productivity and improving gender equality. AEW: Invest in African Energies 2025 – the leading energy event for deal-making, policy discussions and industry networking – provides a crucial platform for stakeholders to explore investment opportunities in clean cooking and broader energy access initiatives.

Discussions will focus on mobilizing financing for clean cooking projects, including public-private partnerships and carbon credit mechanisms; strategies for integrating clean cooking into national electrification plans; and best practices from leading African countries and how their policies can be replicated across the continent. Discussions will also focus on scaling up investment in clean energy infrastructure, including off-grid electrification and innovative financing mechanisms for clean cooking technologies.

With the launch of the Africa Energy Fund and growing momentum around clean cooking investments, Africa stands at a pivotal moment in its energy transition. Achieving universal energy access requires a multi-faceted approach that includes large-scale electrification projects, off-grid solutions and immediate interventions in clean cooking. AEW 2025 provides an opportunity for governments, businesses and investors to align their strategies and secure funding to drive impact. The commitment to connecting 300 million Africans to cleaner energy is ambitious, but with the right policies and investments, it is within reach – and clean cooking solutions must be a central part of the conversation.

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 www.AECWeek.com for more information about this exciting event.

Distributed by APO Group on behalf of African Energy Chamber

Continue Reading

Business

Afreximbank commissions first-of-its-kind African Trade Centre in Abuja, Nigeria – marking a new era for Intra-African trade

Published

on

Afreximbank

With the opening of the Abuja AATC, Afreximbank continues its mission to promote intra-African trade and investment opportunities, laying the groundwork for a more prosperous and integrated African economy

ABUJA, Nigeria, April 11, 2025/APO Group/ –Multilateral Bank African Export-Import Bank (Afreximbank) (www.Afreximbank.com) has officially commissioned its first Afreximbank African Trade Centre (AATC) today in Abuja, Nigeria, ushering in a transformative era for trade and investment in Africa.

During the grand commissioning ceremony, speakers, including Hon. Dr. George Akume, Secretary to the Government of Federation, Nigeria representing H. E. Bola Ahmed Tinubu GCFR, President and Commander-in-Chief of the Armed Forces, The Federal Republic of Nigeria, highlighted the AATC’s strategic importance, its pivotal role in shaping Africa’s economic future and the significant impact it is poised to make on Africa’s trade and investment landscape.

Speaking at the Ceremony, Dr. Akume stated, “Afreximbank African Trade Centre (AATC) is a landmark project that embodies our shared commitment to advancing Intra-African Trade, fostering economic integration and unlocking a vast potential of our continent. This occasion is a realisation of a bold vision for Africa’s economic future. AATC stands as a testament to the power of collaboration, resilience and forward-thinking leadership. It is more than a physical structure; it is the beginning of innovation, a hub for entrepreneurship and a catalyst for sustainable development.

He added, “This centre will serve as a critical platform for trade facilitation, capacity building and investment promotion – key pillars of Africa’s economic transformation. Afreximbank’s role in shaping Africa’s trade landscape cannot be overstated because the institution has consistently demonstrated its commitment to breaking down barriers, bridging financing gaps and empowering African businesses to be competitive. All these have been accomplished through flagship projects such as the AfCFTA adjustment fund that is managed by Afreximbank’s subsidiary, Fund for Export Development in Africa (FEDA), PAPSS and other Trade Finance Programmes. The AATC located in Abuja represents yet another milestone in this journey and this aligns perfectly with Nigeria’s strategic priorities under the Federal Government’s eight-point agenda, particularly in the areas of job creation, economic diversification, and regional integration. As we commission this remarkable edifice today, let us renew our resolve to be the stronger, more interconnected and prosperous Africa.”

Prof. Benedict Oramah, President and Chairman of the Board of Directors of Afreximbank, echoed this sentiment, remarking, “The Abuja AATC is the first of several AATCs being developed across Africa and the Caribbean. Some would be Afreximbank owned while others would be supported through a franchise-scheme. With these, we expect to create a sizeable network of AATCs that will act as the lighthouses to guide the interconnections and flow of trade and investments within continental Africa and between Africa and Caribbean regions. This AATC Abuja has been a 41-month journey, one built on hope and determination. Like the other AATCs, the Abuja AATC would serve a multi-purpose goal; it will serve as a platform for fostering deeper regional and continental integration and house Afreximbank’s permanent regional office, bringing a three-decade-old aspiration to fruition. This AATC will also offer a technology incubation hub, an SME incubation facility, a Digital Africa Trade Gateway, a conference and exhibition facility and a business hotel.”

Prof. Orama thanked the Federal Government of Nigeria for its support noting that the relationship between the Bank and Nigeria has been truly mutually beneficial and most cordial. “Over the last three decades, successive governments have accorded unflinching support to Afreximbank, responding most positively to capital calls, creating a congenial environment for its smooth operations while providing the Bank significant domestic policy support that helped to execute many of the development programmes in Nigeria.” He said.

This centre will serve as a critical platform for trade facilitation, capacity building and investment promotion – key pillars of Africa’s economic transformation

With the opening of the Abuja AATC, Afreximbank continues its mission to promote intra-African trade and investment opportunities, laying the groundwork for a more prosperous and integrated African economy.

Over 500 distinguished guests attended the commissioning ceremony, notably, Hon. William F. Duguid, J.P. Senior Minister, Prime Minister’s Office, Republic of Barbados, Hon. Sylvester Grisby, Minister of State for Presidential Affairs, Liberia, Hon. Adebayo Olawale Edun, Minister of Finance and Coordinating Minister of the Economy, Nigeria and his counterpart, Hon. Dr. Jumoke Oduwole MFR, Minister of Trade and Investment, Federal Ministry of Trade and Investment, Nigeria as well as Nigeria’s former Vice President Hon. Namadi Sambo. Hon. Bockaire Kalokoh, Deputy Minister of Finance of Sierra Leone and Hon. Sheilla Chikomo, Deputy Minister Foreign Affairs and International Trade, Zimbabwe represented their respective countries. The event was also well attended by business leaders led by billionaire entrepreneur Mr. Aliko Dangote, Founder and Chief Executive of the Dangote Group, Mr Tony Elumelu, Chairman of Transcorp Group, policymakers, pan-African CEOs, and entrepreneurs.

Their presence showcased a shared vision and determination to enhance trade across Africa, as they pledged to work together to leverage the AATC for the continent’s economic transformation.

The Abuja AATC comprises two interconnected nine-storey towers. One tower features world-class commercial A-grade office spaces, a trade and exhibition centre, a conference centre, a technology and SME incubator, a Digital Trade Gateway and a trade information services hub. The adjoining tower boasts a 148-room business hotel, seminar and meeting rooms, a wellness centre, a restaurant and other ancillary facilities. These features are designed to provide a comprehensive ecosystem for trade and business activities, catering to the diverse needs of African businesses. It will also host office spaces for local and international financial institutions and policy organisations, ensuring a complete support system for trade and business activities.

The AATC building is expected to achieve gold – and potentially platinum – Leadership in Energy and Environmental Design (LEED) certification by the United States Green Building Council (USGBC), a globally recognised standard for sustainable building design and construction. This certification will make the Abuja AATC one of the few certified buildings in Nigeria and West Africa, underscoring its commitment to environmental sustainability.

The global architect Messrs SVA International developed a multifaceted global design, drawing inspiration from the concept of a bazaar, which reflects the vibrant feature of daily life in many African cities. Construction of the USD120 million project commenced in November 2021 on a prime piece of land measuring 5,856 square meters and achieved completion in 41 months.

The Abuja Afreximbank African Trade Centre (Abuja AATC) is the first of seven planned AATCs across Africa, including Kampala, Uganda, Harare, Zimbabwe, Cairo, Egypt, Yaoundé, Cameroon, Tunis, Tunisia, and Kigali, Rwanda. In addition, Afreximbank recently broke ground in Bridgetown, Barbados, to construct the first AATC outside of Africa. Through franchising and licensing arrangements, the Bank intends to partner with relevant institutions and economic development organizations to establish non-Bank owned ATCs in the rest of Global Africa. These AATCs will serve to link buyers, sellers, suppliers, service providers, enterprises, governments, chambers of commerce, financial institutions, economic development organisations and the general African and global trade and investment community.

Distributed by APO Group on behalf of Afreximbank.

Continue Reading

Business

United Arab Emirates (UAE) Drives Strategic Push into Africa’s Oil & Gas Industry

Published

on

Rovuma Basin

The UAE’s recent investments in Mozambique and Egypt highlight its expanding role in Africa’s energy sector, positioning it as the continent’s largest investor and a key partner in driving future growth

CAPE TOWN, South Africa, April 11, 2025/APO Group/ –The UAE’s investment footprint in Africa’s oil and gas sector has expanded with its recent entry into Mozambique’s Rovuma Basin. XRG, the international energy investment arm of Abu Dhabi National Oil Company, made headlines last month by entering Mozambique’s lucrative gas market, underscoring the UAE’s expanding influence in Africa’s energy sector. The move is a key part of the country’s strategy to strengthen its position as a major player in Africa’s energy landscape, highlighting its confidence in the region’s long-term growth potential.

XRG Expands into Mozambique, Egypt  

XRG’s acquisition of a 10% interest in the Area 4 concession in Mozambique’s offshore Rovuma Basin signifies more than just an expansion for the company – it reflects a broader geopolitical and economic vision that aligns with the UAE’s strategic interests. The basin is one of the world’s most significant natural gas reserves, with the potential to shape global LNG markets in the coming decades, driven by integrated gas developments with a production capacity exceeding 25 MTPA. The acquisition includes stakes in the operational Coral South FLNG and the planned Coral North FLNG and Rovuma LNG projects. XRG’s decision to invest in the region underscores its understanding of the growing demand for energy resources and the importance of securing diverse sources to ensure energy security.

In December 2024, XRG partnered with bp to establish a new regional gas platform and joint venture, Arcius Energy, focused on the development of gas assets in Egypt. The company aims to build a world-scale integrated gas and chemicals portfolio to meet rising global demand, leveraging Africa’s gas-rich hotspots to achieve this. Through these investments, the UAE is positioning itself as a leading partner in Africa’s energy future, which will likely continue to strengthen its economic and diplomatic ties with the continent.

UAE Becomes Africa’s Largest Investor

The UAE’s push into Africa’s oil and gas sector is part of a broader trend that has seen it emerge as Africa’s largest investor, surpassing even China. As reported by the Middle East Monitor, the UAE has overtaken China as the continent’s biggest source of foreign direct investment, with investments from Emirati companies totaling $110 billion between 2019 and 2023. This shift marks a significant milestone in the UAE’s strategy to diversify its investment portfolio and expand its influence across Africa, a continent rich in untapped potential and actively seeking foreign capital to drive its growth and development.

With investments spanning key sectors like infrastructure, energy and technology, the UAE has strategically positioned itself as an economic partner of choice for African nations. These investments include green hydrogen projects in Mauritania; Masdar’s $2-billion commitment to renewable energy in Africa through 2030; and the expansion of major players like Dubai’s DP World – which operates six African ports – and Abu Dhabi Ports, which has extended its presence into Guinea, Egypt and Angola. The UAE’s growing investment in Africa’s oil and gas industry aligns with the country’s broader goals of securing reliable energy supplies, diversifying its own energy portfolio and fostering long-term economic partnerships with African nations.

AEW 2025: A Platform for Gulf Investors

The UAE’s accelerated investments in Africa’s energy sector will take center stage at the upcoming African Energy Week (AEW): Invest in African Energies 2025 in Cape Town. The conference will provide a platform for Emirati and Gulf investors to engage with key stakeholders, discuss strategies for expanding in Africa and explore new opportunities within the continent’s rapidly evolving energy sector. With a focus on oil, gas and clean energy, AEW 2025 will be a critical gathering for investors like XRG to showcase their projects, forge partnerships and deepen their involvement in Africa’s energy development.

AEW 2025 will also serve as a venue for African energy leaders to discuss the vital role of private investment in unlocking the continent’s energy potential. As a leading investor, the UAE’s growing influence in Africa’s oil and gas sector will be highlighted at the event, reinforcing its position as a key partner in driving investment, innovation and collaboration.

Distributed by APO Group on behalf of African Energy Chamber

Continue Reading

Trending