Synamedia and OSN Group Launch Advanced Connected TV Ad Solution, Revolutionizing Targeted Advertising

Leading video software provider, Synamedia, and OSN Group, the leading entertainment network in the MENA region, have announced the launch of an advanced Connected TV (CTV) advertising proposition, powered by Synamedia Iris, setting a new standard for targeted advertising across linear broadcast channels. This pioneering solution enables advertisers to leverage OSNtv’s premium platform, delivering unparalleled value to brands and audiences alike.

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. 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.

– Hamid Davari, Director of Ad Sales, OSN

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. 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.

– Guy Southam, Senior Director of Advanced Advertising, Synamedia

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.