Synamedia introduces Iris for addressable advertising

Kewley: the TV industry can finally combat the erosion of ad revenues

Synamedia has introduced Iris, a new addressable advertising solution.

According to the company, Iris will create addressable advertising opportunities for pay-TV and broadcasters as well as OTT and hybrid service providers to unlock new revenue streams.

As demand for more targeted TV advertising increases, Synamedia has said it can use Iris to help create compelling advertising propositions that reach specific TV audience segments of any size and makeup across all services, devices and screens.

The service is claimed to deliver faster time to value by removing the friction points that characterise piecemeal addressable advertising products. From a single platform, Iris supports unified campaign management, delivery, and measurement to multiple screens across apps and live, linear and catch-up services, overcoming one-way and hybrid broadcast/OTT challenges, simplifying the execution for service providers and broadcasters and helping them to merchandise their inventory more efficiently while also minimising operational costs and boosting income.

Harnessing data from multiple sources, Iris is designed to enable sophisticated audience insights and anonymised household, user and device-level profiles that can be checked against an advertiser’s desired characteristics. Combining the most effective advertising screen available with the precision of digital campaigns, Synamedia said that Iris provides cross-platform ad measurement to exploit all forms of video inventory in a single campaign. Big brands and new advertisers can, the company believes, reach their target audiences cost-effectively without wasting impressions, while consumers enjoy a more relevant viewing experience, and service providers and broadcasters boost income.

Commenting on the new service, Scott Kewley, VP of advanced advertising and data at Synamedia, said: “With Iris, the TV industry can finally combat the erosion of ad revenues to digital platforms and achieve its long-held ambition of generating new income from advanced TV advertising. Our end-to-end solution with its unified campaign management capability makes it easy for customers to drive new revenues from their inventory – even over more challenging one-way and hybrid networks – and offer established and new advertisers an alternative to the increasingly wild west world of online advertising.”