MTN Ghana, in partnership with digital services provider OnePIN, has reported strong performance from its MediaX platform, positioning the solution as a key driver of growth within the country’s rapidly expanding digital advertising ecosystem.
MediaX, a self-service digital advertising platform integrated across MTN’s ecosystem, is enabling businesses and content providers to independently plan, execute and optimise campaigns with measurable outcomes.
The platform offers end-to-end campaign control — from creation and scheduling to performance tracking — supported by a real-time reporting dashboard and a bidding system designed to ensure transparency and fair competition.
According to MTN Ghana, campaigns running on MediaX are currently achieving engagement rates exceeding 80 percent, delivering improved returns for content providers while contributing to steady subscriber growth across its digital content offerings.
The company attributes this performance to the platform’s ability to target relevant audiences with precision and deliver content at optimal touchpoints.
MediaX’s architecture allows advertisers and partners to operate with a high degree of autonomy, including integrated payment capabilities that streamline transactions.
At the same time, MTN maintains oversight through built-in compliance and quality controls designed to align campaigns with regulatory requirements and brand standards.
Speaking on the development, MTN Ghana’s Chief Digital Officer, Ibrahim Misto, said the platform is enhancing how businesses connect with customers in an increasingly digital-first environment.
“MediaX is strengthening how businesses engage their customers by providing the tools and insights needed to drive more relevant and effective communication,” he noted.
“The strong engagement rates and subscriber growth we are seeing are a clear reflection of the value the platform is creating for our partners and the wider digital ecosystem.”
OnePIN, which co-developed the solution, emphasised the importance of data-driven capabilities and self-service functionality in unlocking advertising value for partners.
Chris DeGrace, Chief Operating Officer at OnePIN, said: “We built MediaX to give brands and content providers complete control, visibility and confidence in their campaigns. The results in Ghana — particularly the high engagement rates and profitable returns — demonstrate what becomes possible when you combine data-driven insights with a fully self-service advertising model.”
The rollout and growth of MediaX comes amid a broader expansion of Ghana’s digital advertising sector. Industry projections suggest total digital ad spend in Ghana could reach between US$150 and US$200 million in 2026, with mobile-based advertising accounting for more than 70 percent of that figure.
This trend underscores the increasing importance of mobile-first platforms such as MediaX, which offer scalable and targeted advertising solutions tailored to both large enterprises and small businesses.
Analysts note that the shift towards self-service advertising platforms is being driven by demand for transparency, cost efficiency and measurable performance outcomes — areas where telecom-integrated platforms have a competitive edge due to their access to customer data and distribution networks.
MediaX is not limited to Ghana. The platform has also been deployed in MTN Nigeria and MTN South Africa, where it has demonstrated similar performance trends, reinforcing its scalability across diverse markets.
MTN Ghana said these cross-market deployments highlight the platform’s adaptability and potential to become a central pillar of the group’s broader digital strategy.
As Ghana’s digital economy evolves, the company believes solutions like MediaX will play a critical role in shaping the future of mobile advertising, content monetisation and customer engagement.
Source: businesspostonline
