beIN starts new targeted TV advertising service

beIN Media Group has chosen Synamedia Iris to launch a new and first-of-its-kind broadcast advertising offering in the Middle East & North Africa (MENA) region.

With the new addressable advertising platform, beIN can now generate new, targeted advertising inventory tailored to each country. The service will initially be available in Morocco, Saudi Arabia, UAE, Iraq, and Lebanon, with additional markets available later this year.

beIN intends to expand its use of Synamedia Iris to its streaming services, simplifying the process for advertisers to run unified campaigns across both broadcast and digital platforms. The application is planned to extend to streaming services in 2025.

Bahadir Karalar, Director of Sales and Services at beIN, said, “We chose to partner with Synamedia because its addressable advertising solution is proven to deliver uplifts in ad revenues elsewhere in the world.

With the best-in-class advertising technology and our unrivaled premium sports and entertainment content, we are confident that we have a compelling proposition that will attract both global brands and home-grown organisations to invest in this new form of targeted advertising that delivers the highest and most effective viewership.”

Rather than broadcasting the same advertisements across all 24 countries it broadcasts to in the MENA region, beIN will leverage Synamedia Iris to enhance its advertising capabilities. This will allow for targeted campaigns specific to each country. It will also further refine advertising to reach particular demographics and households.

“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,” said Guy Southam, Director of Advanced Advertising at Synamedia.

Offered as a Software-as-a-Service (SaaS), Synamedia Iris delivers a cohesive platform for managing, delivering, and measuring advertising uniformly across all devices, services, and screens.

The platform facilitates advanced advertising across the entire beIN subscriber base, including satellite set-top boxes (STBs) without internet access, ensuring other connected TV advertising solutions do not exclude these devices.

“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.”