Connecting 300 million Africans to electricity within the next five years is within reach through collaborative effort and commitment to implementation, participants at the Africa Energy Summit in Dar es Salaam, Tanzania, heard on Monday.

The summit is organized by the Government of Tanzania and Mission 300, an unprecedented collaboration between the African Development Bank Group, the World Bank Group and global partners to address Africa’s electricity access gap using new technology and innovative financing.

Nearly 600 million Africans lack electricity, a critical resource for economic development and job creation.

Speaking during the first panel discussion of the opening day of the two-day Summit, African Development Bank President Dr. Akinwumi Adesina set the summit’s tone of action and implementation, emphasizing practical solutions to achieve the ambitious goal, from regulatory reforms to private sector engagement.

He called for active involvement from a wide range of stakeholders, including bilateral and multilateral institutions, private sector entities, civil society organizations, and foundations.

“This is mission critical… Our mission here is to say we need everybody… It’s not about us, it’s about those who are not here, and we must listen and hear and make sure this is an action-driven summit… We can’t do Mickey Mouse business…

“We can’t have a situation where Africa does not have enough electricity,” Adesina told the audience, which included several African energy ministers, international development partners and private sector titans, civil society organizations, and foundations, attending the first day of the summit.

The second day of the summit will see the participation of several heads of state from across Africa, who will join more than 1,500 other participants. Together they will chart Africa’s course toward universal access to energy.

“We have a clear path to reaching these 300 million people,” Dr. Adesina stressed, distinguishing the initiative from previous efforts. He emphasized that the program seeks to transform Africa’s vast potential into reality through comprehensive electrification.

“With power, Africa will not just meet expectations but exceed them, becoming a competitive and prosperous continent,” he added.

Mission 300 will incorporate robust accountability measures, including country-specific monitoring and evaluation systems and the Africa Energy Regulatory Index to track progress. “This is all about accountability, transparency, and delivery while letting Africa develop with pride,” Adesina stated.

Adesina highlighted the devastating toll of traditional cooking methods based on firewood and charcoal, resulting in the death of 600,000 women and children annually due to smoke exposure.

The crisis extends beyond energy access, affecting environmental sustainability through deforestation and biodiversity loss. “It’s not just about energy transition,” Adesina said. “This is about dignity. Africa must develop with dignity and pride, and access to clean cooking solutions is fundamental to achieving this goal.” He praised Tanzania for developing a comprehensive national strategy to address this issue.

World Bank Group President Ajay Banga expressed optimism about the initiative, saying its ambitious objectives are achievable through hard work, particularly in ensuring a conducive environment for the private sector to participate. He emphasized the need for predictability of currencies, regulatory frameworks and land acquisition to incentivize investments supporting Mission 300.

In his remarks, Rajiv Shah, President of The Rockefeller Foundation, called global philanthropists to support the initiative.

“Please join us in getting behind the ideas of this initiative and the country compacts that the leaders will be signing. What is at stake is the future of African economies, the future of African young people, and the future of our world,” he said, adding that his foundation was committing $65 million to the program.

Speaking after the fireside chat, United Nations Deputy Secretary-General Amina Mohammed emphasized that energy access is not merely about power delivery, but about what that power will connect and enable.

“It is important that we see food systems at the helm of all of this, and that they are powered by the energy that you will connect,” she stated.

Mohammed explained how energy connectivity would catalyze transformative change in rural communities, particularly for women and youth, through access to digital financial services, online education, and e-commerce opportunities.

However, she stressed that realizing these ambitions would require significant financial engineering and private sector engagement. “The private sector’s got to lean in and it won’t lean in if the message is that your finance environment is not conducive to us,” she noted, calling for reforms in credit rating systems and financial architecture.

“When you want to put together the financing for energy it is not easy and it requires many people at the table in parallel with what we are doing, the policy and the regulation, designing these pipelines and getting the money ready.”

The summit is expected to yield two significant outcomes: the Dar es Salaam Energy Declaration, outlining commitments and practical actions from African governments to reform the energy sector, and the first set of National Energy Compacts, which will serve as blueprints with country-specific targets and timelines for implementation of critical reforms.

In a bid to unleash Africa’s tech potential and foster a thriving tech ecosystem that drives innovation and sustainable growth, Moniepoint Inc, Africa’s leading digital financial services provider, has rolled out a transformative initiative, DreamDevs with its call for entries.

This ambitious program seeks to nurture the continent’s brightest minds, equipping them with practical tech skills and invaluable real-world experience that will mitigate current challenges around tech talent sourcing in Africa.

DreamDevs targets very recent graduates with a background in technology, computer science, engineering, or related fields who possess fundamental programming knowledge that include HTML, CSS and foundational JavaScript. Over a rigorous nine-week boot camp, these young tech enthusiasts will receive hands-on training and exposure to cutting-edge industry technology.

“We believe in investing in Africa’s future,” says Felix Ike, Co-Founder/Chief Technology Officer, Moniepoint Inc, “and that starts with empowering young people as we join hands to grow Africa’s best talent through technology.

“DreamDevs is about more than just training; it’s about creating a pathway for ambitious graduates to become the driving force of technological advancement in Africa.”

He continues, “We have always envisioned a transformative approach to technology, using it to power the dreams of millions and engineering financial happiness across the land.

“The DreamDevs initiative perfectly aligns with this vision. By providing participants with practical experience, upskilling opportunities, startup incubation, and product development support, DreamDev equips them to become invaluable assets to the tech industry.

“We are thrilled to be part of an initiative that supports the government’s efforts to build a thriving digital economy for Nigeria.”

At the end of the boot camp, standout participants will earn internship opportunities, providing a gateway to further professional development, and all participants have the potential to secure full-time positions with Moniepoint.

As Africa’s tech revolution continues to transform the continent’s socio-economic landscape from fintech to AI, Moniepoint has consistently demonstrated its fidelity to improving the tech talent pipeline with initiatives like Moniepoint HatchDev, which is carried out in collaboration with NITHub Unilag, and organized as a nine-month specialized training programme that produces 300 junior software engineers, 100 intelligent systems developers, and 100 IoT/embedded systems engineers annually.

With the call for entry, universities and other collaborating partners are primed to play a pivotal role in nurturing the next wave of tech dreamers and innovators.

To apply or learn more about the DreamDevs programme, visit http://dreamdevs.moniepoint.com/

By Reuben Kalu

In the evolving digital marketing landscape, 2025 is shaping up to be a transformative year. Traditional paid media, once the backbone of marketing strategies, is becoming increasingly irrelevant. Instead, earned media and owned media are taking center stage, offering unparalleled opportunities for brands to connect authentically with their audiences. In this article, we’ll explore how earned media has disrupted the dominance of paid media and how you can leverage your owned media assets to turbocharge your marketing efforts.

The Rise of Earned Media
Earned media refers to the organic exposure a brand receives through word-of-mouth, media coverage, social shares, reviews, and recommendations. Unlike paid media, which requires financial investment for visibility, earned media is driven by trust and authenticity—two critical factors that modern consumers prioritize when making purchasing decisions.
According to a Nielsen report, 92% of consumers trust earned media more than any form of advertising. This trust stems from the fact that earned media is unsolicited and unbiased, making it far more credible than paid advertisements. As a result, brands that focus on generating earned media are seeing higher engagement rates and improved customer loyalty.

Why Paid Media Is Losing Relevance
Paid media isn’t entirely obsolete, but its efficacy is waning. Here are some reasons why:
1. Ad Fatigue: Consumers are bombarded with ads every day, leading to desensitization and ad fatigue. Many now use ad blockers, making it harder for brands to reach their target audience through paid media.
2. Rising Costs: The cost of digital advertising has skyrocketed, especially on platforms like Google and Facebook. Small businesses often find it difficult to compete with larger corporations with bigger budgets.
3. Declining Trust: Modern consumers are skeptical of paid ads, often viewing them as intrusive or misleading. This lack of trust significantly diminishes the ROI of paid campaigns.
4. Algorithm Changes: Social media algorithms are increasingly favoring organic content over paid promotions. This means brands that rely solely on paid media are at a disadvantage.
The Power of Owned Media
While earned media’s authenticity is its strength, owned media provides the platform to control and amplify your brand’s voice. Owned media includes channels you control, such as your website, blog, email newsletters, and social media profiles. By strategically optimizing these assets, you can create a robust marketing ecosystem that works harmoniously with earned media.

Strategies to Maximize Your Own Media Opportunities in 2025
1. Create High-Value Content
Content remains king in 2025, but not just any content will do. Focus on producing high-value, shareable content that solves real problems for your audience. This could be in the form of:
• Educational Blog Posts: Address common pain points in your industry with actionable solutions.
• Interactive Media: Infographics, videos, and quizzes can significantly increase engagement.
• Case Studies: Showcase your expertise by highlighting success stories that resonate with your audience.
2. Leverage SEO and Content Optimization
Your owned media is only as effective as its discoverability. Search engine optimization (SEO) ensures your content ranks high on search engine results pages (SERPs). Key tactics include:
• Conducting keyword research to understand what your audience is searching for.
• Optimizing on-page elements like meta descriptions, headers, and image alt texts.
• Building backlinks to establish authority and credibility.
3. Develop a Strong Email Marketing Strategy
Email marketing remains one of the highest-ROI channels for owned media. Personalize your emails to cater to the unique needs of your audience segments. Use tools like automation and A/B testing to refine your campaigns and drive higher engagement rates.
4. Engage Authentically on Social Media
Social media platforms are an extension of your owned media. Rather than treating them as one-way communication tools, use them to foster genuine engagement. Respond to comments, participate in discussions, and share user-generated content to build trust and loyalty.
5. Build an Online Community
Communities foster loyalty and provide a platform for earned media to thrive. Create forums, Facebook groups, or Slack channels where your audience can engage with your brand and each other. Encourage discussions, host Q&A sessions, and reward active participants to keep the community vibrant.
6. Integrate Data Analytics
Use data analytics to measure the effectiveness of your owned media strategies. Tools like Google Analytics, HubSpot, and SEMrush can help you track metrics such as website traffic, bounce rates, and conversion rates. Data-driven insights enable you to fine-tune your approach and maximize ROI.

How Earned Media Complements Owned Media
Earned and owned media work best when integrated effectively. Here’s how:
• Amplification: Use your owned media channels to amplify positive earned media, such as reviews, testimonials, and media mentions.
• Engagement: Encourage your audience to share your owned media content, turning it into earned media.
• Credibility: Highlight earned media on your owned channels to build trust and authority.
For instance, if your brand receives a glowing review in a reputable publication, feature it prominently on your website and share it across your social media platforms.

Examples of Successful Earned and Owned Media Strategies
1. Glossier: This beauty brand leveraged user-generated content (earned media) on social platforms and amplified it through its owned media channels, including email newsletters and blog posts.
2. Spotify Wrapped: Spotify’s year-end feature encourages users to share their listening habits on social media (earned media), driving massive organic reach. The feature’s landing page on Spotify’s website (owned media) further strengthens engagement.
3. Apple’s “Shot on iPhone”: Apple’s campaign used customer-generated photos (earned media) and showcased them on its website and billboards (owned media), creating a seamless synergy between the two.

The Risks of Overlooking Earned and Owned Media
Brands that fail to adapt to the shift from paid to earned and owned media risk falling behind their competitors. Over-reliance on paid media can result in:
• High Costs with Low Returns: Diminishing ROI makes paid media an unsustainable long-term strategy.
• Missed Opportunities: Authentic engagement and trust-building opportunities are often lost.
• Decreased Credibility: Consumers may perceive your brand as overly promotional and inauthentic.

Conclusion: Turbocharge Your Marketing in 2025
In 2025, the most successful brands will be those that prioritize earned and owned media over traditional paid strategies. By focusing on authenticity, value, and engagement, you can build trust, foster loyalty, and drive sustainable growth.
Take the first step by optimizing your owned media assets and crafting a strategy to generate earned media. The result? A marketing approach that not only keeps pace with the times but also positions your brand as a trusted leader in your industry.

Call to Action:
Ready to elevate your marketing game? Partner with us to unlock the full potential of earned and owned media. Contact [Your Company Name] today for tailored strategies that deliver real results.