Synamedia has announced the selection of Synamedia Iris for a new TV advertising offer that is believed to be the first of its kind in the Middle East & North Africa (MENA).
Using the Iris addressable advertising platform, beIN will be able to create new, targeted advertising inventory at a country level. Initially available in Morocco, Saudi Arabia, UAE, Iraq, and Lebanon, with additional markets available later this year, beIN plans to extend its use of Synamedia Iris to its streaming services in 2025, making it easy for advertisers to deliver unified campaigns across both broadcast and digital inventory.
In means beIN will be the first broadcaster in the region to open up opportunities for local advertisers and global brands to advertise their products and services to specific, local audiences alongside beIN’s leading sports and entertainment line-up.
Instead of delivering the same adverts across all 24 MENA countries it offers services to, beIN will use Synamedia Iris to substitute individual commercials with campaigns for specific countries and subsequently to targeted demographics and households.
Bahadir Karalar, Director of Sales and Services at beIN, commented, “We chose to partner with Synamedia because its addressable advertising solution is proven to deliver uplifts in ad revenues elsewhere in the world.”
Synamedia Iris gives advertisers and media buyers complete control of their campaigns across all screens and modes of viewing. Its cloud-based infrastructure allows them to optimise campaign performance on-the-fly by adjusting campaign parameters to better meet business goals, all based on consistent measurement.
Guy Southam, Director of Advanced Advertising at Synamedia said, “With beIN becoming the latest major broadcaster to deploy Synamedia Iris, it’s time to change the mindset that advertising on TV in MENA is too broad to drive effective outcomes for local businesses. Using Iris, beIN can now offer a renewed proposition to new and existing advertisers, positioning global and local brands alongside the world’s greatest sporting moments.”
Available as Software-as-a-Service (SaaS), Synamedia Iris provides a single, unified platform for managing, delivering, and measuring advertising consistently across all devices, services, and screens.
Synamedia Iris will enable advanced advertising across the entire beIN subscriber base, including satellite set-top boxes (STBs) without an internet connection, devices that would otherwise be left behind by other Connected TV advertising solutions.