MTN Ghana, in partnership with OnePIN, has launched MediaX, a self-service digital advertising platform designed to help businesses strengthen customer engagement and improve the effectiveness of their marketing campaigns.
The platform enables brands and content providers to independently create, manage, schedule and optimise advertising campaigns across MTN Ghana’s digital ecosystem while maintaining full visibility and control over campaign performance.
According to the companies, MediaX is already delivering strong results, with advertising campaigns on the platform recording engagement rates of more than 80 percent and contributing to subscriber growth for MTN Ghana’s digital content partners.
The platform operates on an end-to-end self-service model supported by a competitive bidding system that allows advertisers to manage campaigns efficiently while ensuring fairness and transparency.
MediaX also offers real-time performance reporting, enabling businesses to make informed budget decisions and continuously optimise their campaigns based on audience engagement and campaign outcomes.
The companies said the platform’s performance demonstrates its ability to connect consumers with relevant content at the right time, creating value for both advertisers and customers.
In addition to campaign management tools, MediaX provides brands and content providers with operational autonomy and integrated payment capabilities, allowing them to execute advertising campaigns with minimal administrative constraints.
MTN Ghana maintains oversight through built-in safeguards to ensure that all campaigns comply with quality, regulatory and industry standards while preserving the efficiency of the self-service model.
Commenting on the initiative, Chief Digital Officer of MTN Ghana, Mr. Ibrahim Misto, said the platform was helping businesses improve customer engagement through data-driven communication tools.
“MediaX is strengthening how businesses engage with their customers by providing the tools and insights needed to drive more relevant and effective communication. The strong engagement rates and subscriber growth we are seeing clearly reflect the value the platform is creating for our partners and the wider digital ecosystem,” he said.
The Chief Operating Officer of OnePIN, Mr. Chris DeGrace, said the platform was developed to give advertisers greater control and confidence in managing digital campaigns.
“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 is possible when data-driven insights are combined with a fully self-service advertising model,” he said.
The launch comes at a time when Ghana’s digital advertising industry continues to experience rapid growth, driven largely by increasing mobile phone usage and internet penetration.
Industry estimates indicate that digital advertising expenditure in Ghana is expected to reach between $150 million and $200 million in 2026, with mobile advertising accounting for more than 70 percent of total spending.
The introduction of MediaX is expected to provide businesses with additional tools to leverage the growing digital economy while enhancing customer engagement and supporting the expansion of Ghana’s digital content ecosystem.
