beIN Media Group, a global sports and entertainment broadcaster, has chosen Synamedia Iris to launch a new and unique broadcast advertising offering in the Middle East and North Africa (MENA) region. beIN can now create fresh, targeted advertising inventory for every nation thanks to the new addressable advertising platform. Initially, the service will be accessible in Iraq, Lebanon, Morocco, Saudi Arabia, the United Arab Emirates, and additional markets later this year.
beIN plans to extend the use of Synamedia Iris to its streaming services, making it easier for marketers to manage cohesive campaigns on digital and broadcast media. In 2025, the application is expected to expand to include streaming services. beIN will be the first broadcaster in the area to use Synamedia Iris to provide local and international brands with the opportunity to market their goods and services to targeted local audiences while also allowing global brands to advertise their entertainment lineup and goods, thus maximizing the return on their advertising investment. beIN will use Synamedia Iris to extend its advertising offerings to target campaigns to specific countries and subsequently to targeted demographics and households, as opposed to distributing the same advertisements across all 24 MENA countries.
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Synamedia Iris, available as Software-as-a-Service (SaaS), provides a unified platform for controlling, distributing, and evaluating advertising consistently across all platforms, services, and screens. The platform ensures that other connected TV advertising solutions do not exclude satellite set-top boxes (STBs) without internet access by enabling advanced advertising across the entire beIN subscriber base.
With Synamedia Iris, media buyers and advertisers have total control over their campaigns on all screens and viewing formats. They can instantly optimize campaign performance by changing campaign parameters to better achieve business objectives thanks to its cloud-based infrastructure, all based on reliable measurement.
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Bahadir Karalar, Director of Sales and Services at beIN, commented,
“We chose to partner with Synamedia because its addressable advertising solution is proven to deliver uplifts in ad revenues elsewhere in the world. With best-in-class advertising technology and our unrivalled 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 which delivers the highest and most effective viewership.”
Guy Southam, Director of Advanced Advertising at Synamedia said,
“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. 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.”
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