MTN Ghana Expands Digital Advertising Push with Launch of Self-Service Media Platform

MTN Ghana and technology company OnePIN have launched MediaX, a self-service mobile advertising platform aimed at helping businesses reach consumers more effectively in Ghana’s growing digital economy.

Partnership with OnePIN aims to tap Ghana’s growing mobile advertising market as businesses seek more targeted ways to reach consumers

ACCRA, Ghana — MTN Ghana has launched a self-service digital advertising platform in partnership with technology company OnePIN, expanding its presence in Ghana’s rapidly growing digital advertising market and offering businesses new tools to reach mobile users directly.

The platform, known as MediaX, allows advertisers, content providers and businesses to create, manage and monitor advertising campaigns across MTN Ghana’s digital ecosystem through a self-service model. According to MTN Ghana and OnePIN, the platform provides real-time performance reporting, audience targeting and integrated payment capabilities.
The launch comes as mobile advertising becomes an increasingly important component of Ghana’s digital economy, driven by rising smartphone adoption, growing mobile data consumption and expanding digital financial services.

Growing Digital Advertising Market

Industry estimates cited by MTN Ghana suggest Ghana’s digital advertising market could reach between US$150 million and US$200 million in 2026, with mobile channels accounting for more than 70 per cent of total spending.

The figures highlight the growing importance of mobile devices as a primary channel for businesses seeking to engage consumers, particularly in markets where smartphone usage continues to expand rapidly. According to OnePIN, MediaX has already been deployed in other African markets, including Nigeria and South Africa, where the company says it has helped drive significant mobile advertising revenue growth for telecom operators.

How the Platform Works

MediaX operates as a self-service advertising platform that enables businesses to create campaigns independently without relying on traditional media buying processes. Information published by MTN Business indicates that advertisers can target users based on factors including spending behaviour, device type, gender and location. The platform also provides campaign analytics and real-time reporting tools designed to help businesses optimise advertising performance.

Campaigns can be delivered through multiple mobile formats, including text, audio and video-based advertising, according to platform documentation. MTN Ghana said campaign oversight mechanisms have been incorporated into the system to ensure compliance with quality standards and regulatory requirements.

MTN Sees Opportunity in Mobile Engagement

Ibrahim Misto, Chief Digital Officer of MTN Ghana, said the company believes businesses increasingly require data-driven tools that allow them to communicate more effectively with customers.

“MediaX is strengthening how businesses engage their customers by providing the tools and insights needed to drive more relevant and effective communication,” he said. Chris DeGrace, Chief Operating Officer of OnePIN, said the platform was designed to provide brands with greater control, visibility and measurement of advertising performance. The company said campaigns conducted through MediaX in Ghana have recorded engagement rates exceeding 80 per cent, although those figures could not be independently verified.

Wider Implications for Ghana’s Digital Economy

The launch reflects a broader shift across Africa’s telecommunications sector as mobile network operators seek to diversify revenue streams beyond traditional voice and data services.

Increasingly, telecom companies are investing in digital ecosystems that include fintech, digital content, cloud services and advertising technology.

For Ghanaian businesses, the expansion of mobile advertising tools could provide additional opportunities to reach consumers more precisely and measure marketing performance in real time.

As competition intensifies within the country’s digital economy, platforms such as MediaX are expected to play a growing role in how businesses connect with consumers across mobile channels.

Reporting by Edem Hodasi
Additional sourcing: GNA.