Synamedia and OSN Group have announced the launch of an advanced Connected TV (CTV) advertising proposition, powered by Synamedia Iris.
OSN plans to capitalise on its “brand concious” audience, delivering bringing in ad skipping restrictions, but with fewer ads than other CTV platforms.
“We’re thrilled to launch this transformative advertising solution, which allows us to deliver unparalleled value to advertisers and audiences alike,” said Hamid Davari, Director of Ad Sales at OSN. “With targeted advertising already integrated on our streaming platforms, linear TV remains a cornerstone of our strategy, and with Synamedia Iris, we’ve gone from having no measurable data for campaigns to offering the most advanced solution available.”
OSNtv’s Direct-to-Home (DTH) set-top boxes provide the foundation for this advanced ad insertion. Nielsen research shows OSN’s DTH households are highly sought after, with 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 in tandem with the Magnite SpringServe ad server. Together, these technologies enable digital-like targeting, programmatic capabilities, and granular reporting for linear broadcast inventory.
“This partnership with OSN Group marks a major leap forward 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 connect with highly valuable audiences while optimizing campaign performance in real-time.”
From an initial launch in the UAE and Saudi Arabia, there are plans to expand across the GCC and Egypt by the end of 2024.
