Support the ShowBuy a cup of Coffee for Enoch and his Guests:
Watch this Episode on YouTube
In this episode, I’m joined by Yaw Antwi Owusu, @yawantwiowusu , a Product Ops leader working at the intersection of media, technology, and growth. Yaw is currently leading the commercial rollout of Adtones in Ghana, a telco-powered audio advertising platform built with MTN, and also runs Building Bytes, a podcast spotlighting Ghana’s digital economy.
We dive into the next frontier of digital marketing: Rewarded Attention and Audio Engagement. Yaw shares:
Why traditional ad formats are losing impact in Africa’s mobile-first markets
How audio and telco channels are opening new ways to engage people
Behind-the-scenes stories from launching Adtones in Ghana
The role of trust, timing, and value exchange in modern marketing
If you’re curious about the future of digital marketing in Africa, this is a must-watch conversation.
👉🏾 Follow the Colours of Social Media podcast on YouTube: https://youtube.com/@cosmpod
Timestamps
00:00 Intro
01:40 How Yaw Antwi Owusu got into Media, Tech & Growth.
02:38 What is AdTones?
05:00 What is Rewarded Attention? Yaw explains.
06:45 Why you should optimise for Attention
09:25 Will AdTones serve relevant Ads? Enoch asks
10:19 How AdTones can help your business grow
12:35 How Telcos are working with AdTones
14:45 Challenges You might face in Mobile Advertising
16:45 Yaw experiences with Building Bytes Podcast and commercial rollout of AdTones
18:26 Lessons from Yaw? All the best :-D
21:00 Building Building Bytes Podcast
24:55 Yaw's excitement on the Future of Digital Marketing in Ghana
25:50 How can Marketers in Ghana stay relevant in 2025
30:15 Getting in touch with Yaw Antwi Owusu + Outro