MediaX is a self-service digital advertising solution delivering measurable results across MTN's digital ecosystem. MediaX is showing strong performance, giving brands and content providers the tools to independently create, manage, schedule and optimise campaigns with full transparency and control. The platform's end-to-end self-service model is supported by a robust bidding system that ensures fairness and competitiveness, while real-time performance reporting enables smarter budget decisions and continuous campaign optimisation.

Campaigns on MediaX are currently achieving engagement rates of over 80%, delivering profitable returns for content providers and driving consistent subscriber growth for MTN Ghana's digital content partners. These results reflect the platform's ability to connect the right audiences with the right content at the right time.

MediaX also gives content providers and brands full operational autonomy and integrated payment capabilities. MTN Ghana maintains oversight through built-in safeguards, ensuring all campaigns meet quality, compliance, and regulatory standards without compromising the efficiency of the self-service model.

Commenting on this, the Chief Digital Officer of MTN Ghana, Ibrahim Misto, said "MediaX is strengthening how businesses engage 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 are a clear reflection of the value the platform is creating for our partners and the wider digital ecosystem".

Chris DeGrace, Chief Operating Officer at OnePIN, added: "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 for content providers demonstrate what becomes possible when you combine data-driven insights with a fully self-service advertising model."

Ghana's digital advertising sector is growing rapidly, with total digital ad spend projected to reach $150–200 million in 2026, with mobile accounting for over 70% of that figure. This trajectory places self-serve, mobile-centric platforms like MediaX at the centre of Ghana's digital growth enabling scalable, targeted, and results-driven marketing for businesses of all sizes.

The service, which is live across MTN Nigeria and MTN South Africa, continues to demonstrate its scalability and ability to deliver consistent value across diverse markets. As Ghana's digital economy evolves, MediaX is well positioned to play a defining role in the future of mobile advertising and digital content.