OSN Group and Synamedia have announced a significant advancement in television advertising with the launch of a new Connected TV (CTV) advertising proposition. This innovative solution, powered by Synamedia Iris, aims to capitalize on OSN's highly desirable audience in the Middle East.
The partnership focuses on enhancing the value proposition for both advertisers and viewers. Hamid Davari, Director of Ad Sales at OSN, stated, “We’re thrilled to launch this transformative advertising solution, which allows us to deliver unparalleled value to advertisers and audiences alike.” He further highlighted that while targeted advertising is already integrated into their streaming platforms, linear TV remains crucial, and Synamedia Iris significantly improves their data capabilities for campaigns.
This advanced ad insertion leverages OSNtv’s Direct-to-Home (DTH) set-top boxes. Nielsen research indicates that OSN's DTH households represent a highly valuable demographic with above-average disposable incomes, making them a challenging audience to reach through free-to-air TV or typical streaming services.
Synamedia Iris, with its modular SaaS architecture, integrates seamlessly with OSNtv’s existing ad ecosystem and the Magnite SpringServe ad server. This integration enables digital-like targeting, programmatic capabilities, and detailed reporting for linear broadcast inventory.
Guy Southam, Senior Director of Advanced Advertising at Synamedia, emphasizes the importance of this partnership: “This partnership with OSN Group marks a major leap forward for TV advertising in the region.” He notes that Synamedia Iris bridges the gap between the reach of linear broadcast and the precision of digital targeting, providing advertisers with superior tools.
The initiative will initially launch in the UAE and Saudi Arabia, with plans for expansion across the GCC and Egypt by the end of 2024.