noon, launched in 2016, is the largest e-commerce platform originating in MENA. In 2023, noon acquired exclusive digital streaming rights for the Indian Premier League (IPL) — the world’s most watched cricket league.
Cricket is among the most popular sports in the region, and these rights represent a huge user acquisition and engagement opportunity for noon. But with the season fast approaching, noon only had a short, three-month window to implement their monetization strategy.
What is Dynamic Ad Insertion?
DAI is a server-side ad insertion technology that unifies the ad with the video stream server-side, delivering uniquely targeted ads to every viewer for all content & all devices
As noon already used Google Ad Manager 360 on its display campaigns, Dynamic Ad Insertion (DAI) stood out as the right choice for managing the brand’s video ad inventory. noon had confidence in the technology’s ability to deliver quality at scale. The teams worked collaboratively to implement DAI ahead of the season opening, turning around the project inside the deadline window instead of a more typical six month lead time for such a complex implementation.
noon’s expectation post-implementation was reliability at scale, with no downtime and no latency or buffering to disrupt viewers’ enjoyment. In practice, DAI provided this and more, with 50 million addressable video ads across all live streams, targetable against various segments. With the technology having proven itself, noon is actively looking to expand its content portfolio.