Ugandan businesses can now run digital advertising campaigns straight into the hands of more than 22 million mobile users after MTN Uganda launched a new platform designed to reshape how brands communicate, sell and measure impact.
The new service, MTN Ads, was unveiled in Kampala at the Annual Marketers Fireplace gathering, drawing an audience of brand managers, agency executives and enterprise founders eager to tap into the power of direct mobile consumer messaging.
Unlike traditional mass advertising, MTN Ads allows companies to target audiences using smart segmentation including demographics, geographic location and consumer behaviour meaning promotions reach relevant customers instead of the broad scatter approach that has defined much of Uganda’s advertising landscape.
Susan Kayemba, MTN Uganda’s Senior Manager for Digital Services, described the platform as a turning point for local marketing, where businesses can speak to customers individually, at scale.
“Businesses now have a direct and powerful channel to reach the right audience at the right time,” she said, stressing that the platform has undergone a full year of testing to ensure usability and performance.
The tool also comes with practical advantages tailored to both large enterprises and small businesses seeking more digital visibility. Advertisers will receive real time campaign analytics, enabling them to monitor performance and adjust messaging instantly. Additionally, companies can activate data free landing pages allowing potential customers to view branded content without using their personal internet bundles.
MTN has also embedded a free business directory feature, giving smaller brands a chance to be discovered by customers who might otherwise never find them in competitive digital spaces.
Industry watchers believe the platform could unlock new growth for Uganda’s SMEs, which often struggle to raise awareness due to limited advertising budgets and low visibility on mainstream channels.
Marketing analyst Julius Kiwanuka noted that the system signals a future where brands don’t just advertise but engage leveraging user insights to convert audiences into paying customers.
The telecom says the platform is open to organisations of all sizes including informal businesses and is part of MTN’s wider strategy to push digital innovations beyond mobile money and voice services.