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.
NAMCOR projects over 2.5 million tons in annual gas production as Namibia accelerates its gas monetization strategy, infrastructure development and regional energy leadership
WINDHOEK, Namibia, April 26, 2025/APO Group/ –The National Petroleum Corporation of Namibia (NAMCOR) has revealed that the country could produce more than 2.5 million tons of natural gas per year, based on early-stage assessments of recent discoveries made since 2022.
Speaking during a panel discussion on gas monetization strategies at the Namibia International Energy Conference on April 24, Mtundeni Ndafyaalako, Executive of Upstream Development & Production at national oil company NAMCOR, outlined a dual-pronged approach adopted by the corporation.
The first pillar focuses on leveraging legislative frameworks to enable coordinated infrastructure development, fostering collaboration among operators. The second emphasizes expanding exploration activities to unlock further resources.
“We have launched a gas monetization strategy project to support both government and industry on how best to commercialize gas. From our appraisals, we now have a clearer picture of production potential and various applications,” said Ndafyaalako, noting that the strategy is designed to attract new players and investment by clarifying monetization pathways.
Manfriedt Muundjua, Deputy General Manager at BW Kudu, reinforced the importance of integrating four pillars of local content – training, skills transfer, local procurement and local ownership – into the broader gas development framework.
We have launched a gas monetization strategy project to support both government and industry on how best to commercialize gas
Muundjua shared that BW Kudu is placing Namibian interns in every technical role currently held by international staff, supporting long-term local capacity building. He also emphasized the urgent need for downstream investment and infrastructure development.
“We already have a downstream investment partner lined up to join us once production at Kudu begins,” he said.He added that drilling of additional wells is scheduled to begin in October, supporting NAMCOR’s emphasis on continued exploration to identify new reserves.
Paul Eardley-Taylor, Head of Oil & Gas Coverage for Southern Africa at Standard Bank, highlighted the need for a “shadow infrastructure” – potentially led by public-private partnerships – in southern Namibia to address energy shortages through gas utilization. He suggested that oil revenues should be strategically directed toward financing gas infrastructure and fostering local energy markets.
Eardley-Taylor also pointed to the broader regional opportunity, suggesting that Namibia could assume a role once held by South Africa as the region’s primary energy supplier, particularly as critical mineral projects are willing to pay a premium for stable power supply.
Meanwhile, Ian Thom, Research Director for Upstream at Wood Mackenzie, expressed confidence that Namibia could implement a comprehensive Gas Master Plan within the next nine months. With only 59% of the population currently connected to the electricity grid, Thom underscored the potential of gas to dramatically increase energy access across residential, commercial and industrial sectors.
“Namibia could generate more value by exporting electricity rather than raw gas, given the limited infrastructure for gas exports and the high costs associated with building it,” Thom said.
Looking ahead, the upcoming African Energy Week (AEW): Invest in African Energies conference – set to take place from September 29 to October 3, 2025, in Cape Town – will spotlight Namibia’s gas developments and broader African opportunities The event will feature panel discussions, project showcases, deal signings and high-level networking sessions that connect African energy projects with global investors.
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. Visitwww.AECWeek.comfor more information about this exciting event.
Distributed by APO Group on behalf of African Energy Chamber
At the Namibia International Energy Conference, industry leaders emphasized M&As as key drivers of upstream growth and investment in Namibia’s oil and gas sector
WINDHOEK, Namibia, April 26, 2025/APO Group/ –Merger and acquisition (M&A) activity continues to emerge as a critical engine for growth in Namibia’s upstream oil and gas sector, as emphasized during a high-level panel discussion at the Namibia International Energy Conference (NIEC) on Thursday. Industry leaders outlined how strategic M&A deals are not only reshaping the country’s energy landscape, but also playing a key role in unlocking capital and accelerating exploration.
Gil Holzman, CEO of Eco Atlantic Oil & Gas, highlighted how acquisitions have underpinned his company’s expansion in Namibia since its entry into the market in 2009, stating: “Most of our best blocks are the result of M&As. Our most recent acquisition was in 2021 when we bought Azinam, which gave us promising blocks in the Orange Basin.”
According to Holzman, these acquisitions have fortified Eco Atlantic’s asset portfolio while positioning Namibia as an increasingly attractive frontier for global exploration. He pointed to M&A transactions involving supermajors such as ExxonMobil, QatarEnergy, Chevron and TotalEnergies as instrumental in bringing in not just capital, but also the technical capabilities needed to advance exploration in Namibia’s offshore and onshore basins.
Discussing the company’s operational strategy, Holzman emphasized a phased approach anchored in collaboration: “We aim to secure promising prospects, de-risk them internally and then attract partners with the technical know-how and capital required to unlock new frontiers.”
We aim to secure promising prospects, de-risk them internally and then attract partners with the technical know-how and capital required to unlock new frontiers
Echoing this sentiment, Adam Rubin, General Counsel at ReconAfrica, emphasized that M&As remain a strategic avenue to catalyze value creation, drive innovation and meet the substantial capital demands of upstream development. “We have not yet produced onshore, but the oil is there. Be patient – we will find it and produce,” he said, reaffirming the company’s commitment to moving from exploration toward full-scale production in the Kavango Basin.
Robert Bose, CEO of Sintana Energy, added that M&A activity has played a central role in enabling Sintana to broaden its asset base and build relationships with complementary partners. “M&As have helped us connect with the right partners and diversify our portfolio,” he said. “Cost-effective investment remains a key motivator, and we are focused on disciplined growth.”
From a financial perspective, Liz Williamson, Head of Energy at Rand Merchant Bank, outlined the opportunities that arise when IOCs divest from mature or late-life assets. She noted that such moves often create openings for mid-cap firms with fresh capital and a focused approach to step in. “This trend is beneficial for African governments, as middle-tier companies are often better suited to fully commit to and invest in these projects,” she explained.
Williamson also underscored the importance of establishing clear, investor-friendly deal frameworks and local content policies that build investor confidence. “Not many African countries are currently securing significant foreign direct investment, and Namibia must maintain its appeal by offering clarity on local content laws,” she said.
As Namibia emerges as a key exploration hotspot on the continent, discussions around capital flows, deal-making and upstream expansion are set to continue at African Energy Week 2025: Invest in African Energies, taking place from September 29-October 3, 2025 in Cape Town. The event will unite industry leaders, investors and government representatives to advance dialogue, showcase project opportunities and drive strategic partnerships across Africa’s energy landscape. Namibia’s rising profile and recent exploration success will be a focal point, drawing increased attention from global stakeholders seeking entry into one of the continent’s most dynamic markets.
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. Visitwww.AECWeek.comfor more information about this exciting event.
Distributed by APO Group on behalf of African Energy Chamber
The African Energy Chamber welcomes the Capricornus 1-X light oil discovery as a game-changing development for Namibia, solidifying the Orange Basin’s status as a world-class petroleum province and opening the door to transformative economic and energy opportunities
JOHANNESBURG, South Africa, April 25, 2025/APO Group/ –The African Energy Chamber (AEC) (https://EnergyChamber.org) strongly endorses the successful light oil discovery at the Capricornus 1-X exploration well in Namibia’s offshore Block 2914A – announced on April 24 – calling it a pivotal moment in the country’s energy evolution. The discovery solidifies the Orange Basin’s status as a major petroleum province and strengthens Namibia’s potential as a leading energy producer.
Led by operator Rhino Resources alongside partners Azule Energy, national oil company NAMCOR and Korres Investments, the Capricornus 1-X well encountered 38 meters of high-quality net pay with strong petrophysical characteristics, no water contact and flowed in excess of 11,000 barrels of oil per day during testing. These world-class results confirm the presence of a commercially viable light oil system and further elevate Namibia’s status as a frontier destination of choice for upstream exploration.
The Capricornus 1-X discovery is a pivotal moment for Namibia, reinforcing the Orange Basin’s status as a leading global exploration hub
The AEC commends the PEL85 joint venture partners on delivering one of the most significant discoveries in Namibia to date, reinforcing the industry’s confidence in the Orange Basin and supporting the Chamber’s long-standing position that Namibia’s geology holds exceptional promise. With a 37° API light oil quality, low CO₂ content and no hydrogen sulphide, the Capricornus 1-X find mirrors key features of the highly anticipated Venus and Graff discoveries nearby.
The latest discovery is set to catalyze further investment in Namibia’s energy ecosystem, from seismic activity and appraisal drilling to infrastructure development and regional service capacity building. The AEC believes the positive results will trigger accelerated project timelines, fast-track appraisal and development plans and draw significant attention from global energy companies, financiers and technology providers.
The Capricornus 1-X success demonstrates the powerful results that can be achieved when African institutions like NAMCOR partner with ambitious operators and experienced international players. It also underscores the strength of Namibia’s investment environment – marked by a stable regulatory framework, competitive licensing terms and strong governance – factors the AEC has long championed as critical to unlocking Africa’s energy potential. This milestone affirms the value of long-term vision, exploration persistence and a shared commitment to generating broad-based prosperity from natural resources.
“The Capricornus 1-X discovery is a pivotal moment for Namibia, reinforcing the Orange Basin’s status as a leading global exploration hub. This breakthrough boosts investor confidence and paves the way for rapid development. We commend the joint venture partners for their leadership and execution, and are confident that the relevant parties will work quickly to maximize the value of these resources. Namibia is poised to lead Africa’s energy future, with this discovery marking just the beginning,” said NJ Ayuk, Executive Chairman of the AEC.
Looking ahead, the Chamber encourages all stakeholders – industry, investors, policymakers and the global community – to seize the moment. Namibia’s upstream is rising, and Capricornus 1-X is proof that bold exploration strategies in Africa continue to yield tangible results. This is the time to double down on investment, support new entrants and ensure that African oil and gas continues to play a critical role in meeting global demand, funding local development and securing the continent’s energy future.
Distributed by APO Group on behalf of African Energy Chamber.
We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies.
This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
Cookie
Duration
Description
cookielawinfo-checkbox-analytics
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional
11 months
The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy
11 months
The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.