Midiarack is changing the way African businesses buy media. For many companies across the continent, traditional advertising is slow, fragmented, and confusing. Small businesses juggle multiple vendors, face unclear pricing, and struggle with limited availability, while marketing teams in agencies or decentralized companies spend hours hunting down the right placements.
The process often feels more like a maze than a strategy. High costs and lack of transparency have kept smaller players from accessing the tools they need to grow, while larger corporations maintain an edge through established media relationships.
Midiarack, a Ghanaian startup, is rewriting the rules, making media buying simple, transparent, and accessible, and giving African businesses a smarter way to plan, discover, and book advertising campaigns.
Midiarack’s Vision: Media Buying Made Simple
Founded by Kwabena Sarpong, Midiarack is built on one guiding principle: media buying shouldn’t be complicated. The platform serves as a unified marketplace where businesses, marketing agencies, and entrepreneurs can access diverse advertising options in one place.
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According to Sarpong, buying media for campaigns can be tedious; you’re often dealing with multiple media owners, and it’s hard to even know which boards are available. Midiarack brings the transparency and ease this industry badly needs.
The vision is ambitious yet straightforward: make media buying as easy as buying groceries. By combining discovery, comparison, and booking into a single platform, Midiarack not only saves time but also ensures that even small businesses can compete on the same level as larger brands. This approach promises to unlock the untapped potential of African enterprises, enabling them to reach audiences efficiently without the usual hurdles.
How Midiarack Works: From Billboards to Podcasts
Midiarack’s platform covers multiple media channels to meet diverse marketing needs. Advertisers can browse static and digital billboards, radio ad slots, podcast placements, and soon, online publications and influencer campaigns. Each listing comes with upfront pricing, exact locations, and images, allowing users to make informed decisions without lengthy negotiations.
The platform also offers features like “Favorites” to save preferred listings, and a Campaign Builder Tool that enables simultaneous bookings across multiple locations. Imagine a small business owner in Accra being able to target student hostels around the University of Ghana, high-traffic shopping districts, or city center digital screens, all from a single dashboard. Payments are seamless through mobile money, debit/credit cards, or bank transfers. For businesses, this isn’t just convenience; it’s a strategic advantage.
Early Traction and Impact on Ghanaian Businesses
Midiarack’s pilot phase, which launched in July 2025, has already shown strong traction. Within a few months, the platform onboarded 10 media partners, listed over 300 media inventory units, and attracted more than 100 advertisers, ranging from small business owners to marketing agencies and corporate teams.
The diversity of users demonstrates the platform’s flexibility and broad appeal. For many small businesses, access to affordable billboards and digital placements means campaigns that were previously out of reach are now possible. Agencies benefit from real-time inventory visibility, while corporate marketing teams can manage campaigns directly without intermediaries.
Early adopters are already seeing the difference: campaigns run faster, budget allocations are clearer, and media planning has become less about guesswork and more about strategic execution.
The Future of African Media Buying
Midiarack’s ambitions extend well beyond Ghana. Over the next 18 months, the platform plans to expand into other African markets, including Lagos, Nairobi, and beyond. Upcoming features include additional media categories, a smart Campaign Assist Bot, Google Maps integration for pinpointing billboard locations, and an Enterprise Portal for large agencies and in-house marketing teams.
Midiarack is positioning itself as the operating system for media buying in Africa, aiming to create a standardized, accessible, and data-driven marketplace. By digitizing access to traditional and digital media, the platform empowers businesses of all sizes to engage audiences effectively. In an ecosystem where visibility can make or break growth, Midiarack offers both clarity and opportunity, helping African enterprises claim their space on local and global stages.
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Explore Africa’s Media Transformation
Midiarack is a tool for visibility, growth, and empowerment. By simplifying media discovery and booking, the platform gives businesses the confidence and resources to execute campaigns that drive impact. For Ghanaian entrepreneurs and African marketers, Midiarack is a new way to participate in the continent’s growing advertising ecosystem.
Explore more stories of African startups transforming industries and reshaping markets through RefinedNG. Witness how innovation is putting Africa on the global map, one billboard, radio slot, and podcast at a time.