Yaw Antwi Owusu wants to Reward you for your Attention cover art

Yaw Antwi Owusu wants to Reward you for your Attention

Yaw Antwi Owusu wants to Reward you for your Attention

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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


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