Synamedia and OSN Group, the leading entertainment network in the MENA region, announced the launch of Connected TV (CTV) advertising offering powered by Synamedia Iris, setting a new standard for targeted advertising on linear broadcast channels.
LONDON – December 10, 2024
This pioneering solution enables advertisers to leverage OSNtv’s premium platform, delivering unparalleled value to brands and audiences alike.
Reaching Premium Audiences with Unmatched Impact
OSNtv’s platform attracts highly engaged, brand-conscious audiences, delivering ads alongside high-quality content that enhances brand perception. With ad-skipping restrictions and fewer ads than other CTV platforms, OSN ensures a higher share of voice (SOV) for partner brands, increasing ad recall and reducing ad fatigue. This innovation also opens premium “big screen” TV advertising to luxury brands and niche advertisers that traditionally relied on digital-only campaigns.
“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.
Collaboration and Innovation Drive Success
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.”
Starting in the UAE and Saudi Arabia, with plans to expand across the GCC and Egypt by the end of 2024, this innovative solution underscores OSNtv’s commitment to leveraging cutting-edge technology to stay ahead of evolving audience and advertiser needs.
About Synamedia
We’re trusted by service providers and content owners to deliver, enrich, and protect video. The flexibility and agility of our cloud and SaaS products enable customers of all types and sizes to launch, monetise, and scale services at speed. Our award-winning portfolio includes advanced advertising, business analytics, broadband and streaming video platforms, intelligence-led anti-piracy, and video network cloud and software solutions. Synamedia is backed by the Permira funds and Sky.
About OSN Group
OSN Group is the leading network for premium entertainment in the MENA region, operating in 22 countries featuring exclusive, in-demand global and local hit TV series and films. OSN Group delivers content across multiple divisions: OSN+, OSNtv, Anghami and B2B offerings across the region.
Home to the most compelling content from global studios, including Warner Bros. Discovery, NBCUniversal, and Sony Pictures, OSN spearheads premium content including Western, Arabic, Turkish, and more across its divisions, distinctively known for exclusively broadcasting the latest HBO content on the same day as the US, including popular series, blockbuster movies, and the best in kids and lifestyle programming. OSN Group was formed in 2009 by the merger of the two largest subscription TV networks in the region, namely Orbit and Showtime Arabia, and is a subsidiary of KIPCO – Kuwait Projects Company (Holding).
News source – Synamedia
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