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Two out of three (65%) marketers expect business to improve next year while a third (34%) expect marketing budgets to increase

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WARC

WARC releases The Voice of the Marketer 2025 – a deep dive into a global survey of 1,000+ marketers

5 December 2024 – Optimism around business in 2025 appears to be higher, with two out of three (65%) of marketers expecting improved trading conditions, though marketing budget expectations aren’t quite as positive, according to The Voice of the Marketer 2025, a new report by WARC released today based on an in-depth survey of more than 1,000 marketers worldwide. 

Global advertising investment is on track to surpass $1trillion for the first time this year, and is set to grow +7.6% in 2025 per the latest advertising spend forecasts by WARC Media. The research suggests that digital channels will continue to be prioritised over traditional media.

When exploring marketing measurement tools across the industry, the majority (93%) of marketers use at least one technique to measure their marketing investments, with the use of experiments doubling over the past year.

Isabel Cleaver, Senior Analyst, WARC, says: “The Voice of the Marketer report explores broader marketer thinking on budgets, media channels, measurement and investment plans. We hope readers find the insights outlined in this report useful as they begin to finalise their marketing plans for the year ahead.”

The key findings outlined in The Voice of the Marketer report based on survey analysis of 1,000+ marketers worldwide are:

Two out of three (65%) marketers expect business to improve next year while a third (34%) expect marketing budgets to increase

Marketers are largely optimistic about the business environment for 2025. Two out of three (65%) marketers expect business to improve next year, the highest in three years.

However, escalating geopolitical conflicts and the implementation of trade policies threaten progress. Nearly three-quarters (72%) of marketers think economic conditions will significantly impact their marketing strategy in 2025.

Consequently, marketers appear less optimistic about increasing marketing budgets for the year ahead: just a third (34%) expect marketing budgets to increase (compared to 41% last year). However, more marketers seem to expect budget increases from last year to be maintained (44% compared to 39% last year), with those expecting lower budgets largely steady at 22% (compared to 20% last year.)

Optimism on budgets is markedly lower among agencies: just over a quarter (28%) of agency survey respondents expect budgets to increase compared to nearly half (46%) of brands.

Some marketers will continue to prioritise long-term growth: one-third of marketers (35%) expect investment in brand marketing to increase in 2025, and one-third (38%) expect investments in performance to increase in 2025.

The impact of the environment and diversity, inclusion, and social justice on marketing strategies has decreased in recent years. Only 28% of survey respondents expect the environment and 20% expect DEI to significantly impact marketing strategies next year, versus 38% and 30% respectively last year.

Online video and social to drive future investments: 34% of marketers do not invest in TV and cinema, compared to only 5% for online video and social media

Almost half of marketers (44%) highlighted media and audience fragmentation as one of the biggest causes for concern in 2025, an increase of 9pp from last year. Along with the challenges, there are more opportunities to experiment in reaching and engaging consumers.

For the second year in a row, most marketers expect investments in online video and social media to increase. According to WARC’s most recent Global Ad Spend Outlook, online advertising now accounts for over half (58.7%) of total advertising spend, while legacy media accounts for a quarter (25.3%).

On average, 34% of surveyed marketers do not currently invest in TV and cinema, compared to only 5% for online video and social media. However, recent research – from Ebiquity and Lumen, as well as Thinkbox – has shown that legacy media outperforms digital channels in attention and effectiveness.

David Sandstrom, Chief Marketing Officer, Klarna, says: “I do think traditional media, versus the very hardcore performance media, still has an ability to create trust and tell a story. One thing that brands are lacking today is not their ability to optimize their Facebook ads, it is their ability to tell a story.”

The adoption of experiments has doubled in the past year: 18% in 2023 to 36% in 2024

Most marketers (93%) employ one or more measurement techniques, but the techniques vary. While more than two-thirds (67%) of marketers conduct brand health tracking, less than half (45%) use econometrics and marketing mixed modelling (MMM).

Significantly, the percentage of marketers using experiments has doubled in the past year (18% in 2023 to 36% in 2024).

Controlled experiments are often regarded as the gold standard of marketing measurement, as they give the most rigorous evaluation of the incremental value brought on by the marketing investment and calibrate marketing mixed models (MMM), helping marketers generate more accurate and reliable insights for decision making.

Almost two-thirds of marketers (57%) perceive brand metrics as the most impactful measure of marketing effectiveness, followed by ROI, with over half of marketers (54%) indicating it has the greatest impact on strategy. Metrics such as revenue and profit are seen as less.

The full Voice of the Marketer 2025 report is available to WARC members.

It follows the recent release of The Marketer’s Toolkit 2025, a report analysing the five key trends that will shape global marketing strategies in the coming year: Improving economic conditions, the tension between social media and brand safety, the growing cohort of consumers leading more solo lifestyles, expanding brand building to encompass the entire customer experience, and managing the impact of AI technology on the environment.

Both reports are part of WARC Strategy’s The Evolution of Marketing program, designed to help marketers address major industry shifts to drive effective marketing. A third report, The Future of Media, will be released in January.

Complementing the reports are a series of podcasts.
 

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2.5 Million Tonnes Per Annum (MTPA) in Gas Output Feasible for Namibia, Says the National Petroleum Corporation of Namibia (NAMCOR)

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NAMCOR

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

Distributed by APO Group on behalf of African Energy Chamber

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Strategic Mergers and Acquisitions (M&As) Fuel Investment, Expansion in Namibia’s Upstream Sector

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Namibia

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

Distributed by APO Group on behalf of African Energy Chamber

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Capricornus 1-X Adds to String of Successes in Namibia’s Offshore Oil Boom

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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.

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