OSN Group has announced a proposition to add targeted advertising to its broadcast TV services in partnership with Synamedia, a UK-based video software provider.
Powered by Synamedia’s addressable advertising platform, Synamedia Iris, the new offering enables advertisers to leverage OSNtv’s platform to deliver targeted advertising across its linear broadcast channels.
“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,” he said.
OSNtv claims its platform attracts a highly engaged, brand-conscious audience, delivering ads alongside high-quality content that enhances brand perception.
With ad-skipping restrictions and fewer ads than other CTV platforms, OSN says it ensures a higher share of voice (SOV) for partner brands, increasing ad recall and reducing ad fatigue. The innovation also hopes to open up premium ‘big screen’ TV advertising to luxury brands and niche advertisers that traditionally relied on digital-only campaigns.
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.”
Starting in the UAE and Saudi Arabia, with plans to expand across the GCC and Egypt by the end of 2024, this innovative solution hopes to underscore OSNtv’s commitment to leveraging cutting-edge technology to stay ahead of evolving audience and advertiser needs.
