Synamedia and OSN Group have introduced an innovative Connected TV (CTV) advertising solution, powered by Synamedia Iris. The platform aims to enhance the advertising experience by integrating targeted ads while reducing ad frequency, appealing to OSN’s brand-conscious audience.
“We’re excited to unveil this groundbreaking advertising solution that delivers unmatched value to both advertisers and viewers,” said Hamid Davari, Director of Ad Sales at OSN. “With targeted advertising already active on our streaming platforms, linear TV remains integral to our strategy. Thanks to Synamedia Iris, we now offer the most advanced advertising solution available, transitioning from having no measurable campaign data to having a robust, data-driven approach.”
OSNtv’s Direct-to-Home (DTH) set-top boxes serve as the foundation for this advanced ad insertion. Nielsen research shows OSN’s DTH households are highly valuable, with above-average disposable incomes, making them a challenging target for free-to-air TV or other streaming platforms.
Synamedia Iris’s modular SaaS architecture seamlessly integrates with OSNtv’s existing ad ecosystem, complementing the Magnite SpringServe ad server. This partnership enables precise, digital-like targeting, programmatic capabilities, and granular reporting for linear broadcast inventory.
“This collaboration with OSN Group represents a significant leap in TV advertising for the region,” said Guy Southam, Senior Director of Advanced Advertising at Synamedia. “Synamedia Iris combines the reach of linear broadcast with the precision of digital targeting, offering advertisers the tools to engage with highly valuable audiences and optimize campaign performance in real-time.”
Following an initial rollout in the UAE and Saudi Arabia, OSN and Synamedia plan to expand this offering across the GCC and Egypt by the end of 2024.
