Manager for Digital Commercialisation at MTN Ghana, Kelvin Ashie, at the 2026 Digital Transformation Conference held in Accra, highlighted how data-driven advertising is helping businesses connect more effectively with customers through the company’s MTN Ads platform.
Speaking to marketing professionals, advertisers and business leaders at the conference, Mr Ashie explained that MTN Ads leverages customer insights and behavioural data to help brands deliver highly targeted communication to the right audiences at the right time.
According to him, every customer on the network represents more than just a number, as individuals have unique interests, lifestyles and purchasing behaviours that can help businesses and brands engage more meaningfully with them.
“We achieve this by applying data and insights to help brands reach the right audience. With MTN Ads, communication is driven through a highly targeted approach,” he said.
Mr Ashie noted that through data analytics, MTN Ads is able to identify different customer segments, including new subscribers, frequent travellers and value-conscious consumers seeking affordable deals. These insights, he explained, allow businesses to tailor campaigns that resonate with specific audiences.
He further stated that MTN Ads also analyses mobility and movement patterns to determine the most effective locations, timing and channels for message delivery.
“This helps businesses understand the best locations, timing and channels to engage their audiences,” he said, adding that audience behaviour continuously evolves, making relevance and timing critical in digital communication.
Mr Ashie emphasised that businesses must ensure their messaging remains clear, timely and personalised in order to sustain customer engagement in an increasingly competitive digital landscape.
He disclosed that over the past few years, MTN Ads has partnered with several respected brands in Ghana and across Africa to drive customer engagement and strengthen digital partnerships.
Mr Ashie said the company is building a platform with an ambitious vision aimed at helping businesses stand out in crowded markets.
“While other brands compete for attention, MTN Ads places your business directly in front of the customers who matter most,” he stated.
He added that the platform ensures businesses can deliver messages with precision and maximum impact, ultimately helping brands achieve measurable results through smarter digital engagement strategies.
The Digital Transformation Conference 2026 brought together industry leaders, marketers, technology professionals and media stakeholders to discuss innovation, artificial intelligence, data analytics and the future of digital business transformation in Ghana and across Africa.
