Initially, the service will be available in Morocco, Saudi Arabia, UAE, Iraq, and Lebanon, with further expansion into additional markets slated for later this year.
Video software company Synamedia has announced that beIN Media Group has chosen Synamedia Iris to launch a broadcast advertising offering, the first-of-its-kind in the Middle East and North Africa (MENA).
Using the Synamedia Iris addressable advertising platform, beIN will create a new, targeted advertising inventory at a country level. This service will initially be available in Morocco, Saudi Arabia, UAE, Iraq, and Lebanon, with plans to expand to additional markets later this year. In 2025, beIN aims to extend the use of Synamedia Iris to its streaming services, allowing advertisers to deliver unified campaigns across both broadcast and digital inventory.
Synamedia Iris will make beIN reportedly the first broadcaster in the region to enable local advertisers and global brands to target specific, local audiences alongside beIN’s sports and entertainment content, thereby maximising the value of their advertising spend. Instead of delivering the same adverts across all 24 MENA countries where it operates, beIN will use Synamedia Iris to tailor campaigns to specific countries and, subsequently, to targeted demographics and households.
Available as Software-as-a-Service (SaaS), Synamedia Iris provides a single, unified platform for managing, delivering, and measuring advertising consistently across all devices, services, and screens. This will enable advanced advertising across the entire beIN subscriber base, including satellite set-top boxes (STBs) without an internet connection, which would otherwise be excluded by other Connected TV advertising solutions.
Synamedia Iris gives advertisers and media buyers complete control of their campaigns across all screens and modes of viewing. Its cloud-based infrastructure allows them to optimise campaign performance on the fly by adjusting campaign parameters to better meet business goals, all based on consistent measurement.
Speaking about the collaboration, 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 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, added: “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.”
