The pioneering solution will leverage OSNtv's strengths such as ad-skipping restrictions, fewer ads than other CTV platforms, higher share of voice, and increased ad recall to deliver higher value to partner brands and audiences.
Video software provider, Synamedia, and entertainment network OSN Group have launched a new Connected TV (CTV) advertising proposition. Powered by Synamedia Iris, the service aims to provide advanced targeted advertising across linear broadcast channels.
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. Nielsen research shows OSN’s DTH (direct-to-home) households are highly sought after, with above-average disposable income, making them difficult to reach through free-to-air TV or streaming platforms.
The partnership seeks to leverage these strengths to deliver unparalleled value to partner brands. This innovation also opens premium “big screen” TV advertising to luxury brands and niche advertisers that traditionally relied on digital-only campaigns.
Commenting on the partnership, Hamid Davari, Director of Ad Sales at OSN, said: “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.”
OSNtv’s Direct-to-Home (DTH) set-top boxes will provide the foundation for this advanced ad insertion. 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 optimising 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.
