Synamedia and OSN Group have introduced an advanced Connected TV (CTV) advertising solution powered by Synamedia Iris. OSN aims to leverage its “brand-conscious” audience by implementing ad-skipping restrictions, while offering fewer ads compared to other CTV platforms.
“We’re thrilled to launch this transformative advertising solution, which allows us to deliver unparalleled value to both advertisers and audiences,” said Hamid Davari, Director of Ad Sales at OSN. “With targeted advertising already integrated into our streaming platforms, linear TV remains a core part of our strategy, and with Synamedia Iris, we’ve transitioned from having no measurable data for campaigns to offering the most advanced solution available.”
OSNtv’s Direct-to-Home (DTH) set-top boxes form the backbone of this advanced ad insertion. According to Nielsen research, OSN’s DTH households are highly desirable, boasting above-average disposable income, making them difficult to reach through free-to-air TV or streaming platforms.
Synamedia Iris’s modular SaaS architecture integrates seamlessly with OSNtv’s existing ad ecosystem, working alongside the Magnite SpringServe ad server. Together, these technologies enable digital-like targeting, programmatic capabilities, and detailed reporting for linear broadcast inventory.
“This partnership with OSN Group marks a significant milestone for TV advertising in the region,” said Guy Southam, Senior Director of Advanced Advertising at Synamedia. “Synamedia Iris combines the power of linear broadcast with the precision of digital targeting, giving advertisers the tools they need to engage with highly valuable audiences while optimizing campaign performance in real-time.”
The initial launch will take place in the UAE and Saudi Arabia, with plans to expand across the GCC and Egypt by the end of 2024.
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