In a significant move for the advertising landscape, video software provider Synamedia has joined forces with entertainment network OSN Group to introduce a groundbreaking Connected TV (CTV) advertising offering. Utilising Synamedia Iris, this service is designed to deliver enhanced targeted advertising across linear broadcast channels.
OSNtv’s platform is known for attracting highly engaged and brand-conscious viewers, showcasing advertisements alongside premium content that elevates brand perception. By implementing ad-skipping restrictions and offering fewer ads than competing CTV platforms, OSN ensures a greater share of voice (SOV) for partner brands, leading to improved ad recall and decreased ad fatigue. Research from Nielsen indicates that OSN’s direct-to-home (DTH) households possess above-average disposable income, making it challenging for them to reach them via traditional free-to-air TV or other streaming services.
This partnership aims to harness these attributes to provide exceptional value for partner brands. Additionally, it opens the door for luxury brands and niche advertisers—who usually focus on digital campaigns—to access premium “big screen” TV advertising.
Hamid Davari, OSN’s Director of Ad Sales, remarked on this collaboration: “We’re excited to unveil this transformative advertising solution, which empowers us to deliver unmatched value to advertisers and audiences. With targeted advertising already part of our streaming services, linear TV remains a critical component of our strategy. With Synamedia Iris, we have transitioned from lacking measurable data for campaigns to providing the most sophisticated solutions available.”
OSNtv’s Direct-to-Home (DTH) set-top boxes will be the backbone of this advanced ad insertion mechanism. Synamedia Iris’s modular SaaS architecture integrates seamlessly into OSNtv’s current advertising ecosystem, working alongside the Magnite SpringServe ad server. This collaboration enables digital-like targeting, programmatic capabilities, and detailed reporting for linear broadcast inventory.
Guy Southam, Senior Director of Advanced Advertising at Synamedia, stated, “This partnership with OSN Group represents a major advancement in the region’s TV advertising sector. Synamedia Iris merges the strengths of linear broadcast with the accuracy of digital targeting, equipping advertisers with the necessary tools to engage with precious audiences while optimising campaign performance in real-time.”
Launching first in the UAE and Saudi Arabia, this innovative solution will expand across the GCC and Egypt by the end of 2024. This will highlight OSNtv’s dedication to leveraging state-of-the-art technology to meet the evolving needs of audiences and advertisers alike.
