Synamedia said the beIN Media Group has selected Synamedia Iris for the launch of a new broadcast advertising offering in the Middle East & North Africa (MENA).

According to Synamedia, beIN will use the addressable advertising platform to create new, targeted advertising inventory at a country level. Initially available in Morocco, Saudi Arabia, UAE, Iraq, and Lebanon, with additional markets available later this year, beIN plans to extend its use of Synamedia Iris to its streaming services in 2025, helping advertisers to deliver unified campaigns across both broadcast and digital inventory.

4. Synamedia supports beIN in MENA

Synamedia will support beIN in MENA

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.”