MediaRadar Perluas Jangkauan Pantauan Iklan Streaming dan Olahraga

Perusahaan intelijen periklanan MediaRadar mengumumkan ekspansi besar pada kapabilitas Connected TV untuk meningkatkan visibilitas pengiklan di ekosistem streaming dan siaran langsung olahraga. Langkah ini diambil di tengah lonjakan investasi pemasar pada penayangan digital menjelang turnamen besar seperti Piala Dunia FIFA 2026.

Ekspansi ini mengintegrasikan intelijen AVOD dan Live Streaming Sports guna memayungi aktivitas iklan konten pustaka serta olahraga premium di satu tempat. Analisis data MediaRadar pada kuartal pertama 2026 menunjukkan lonjakan jumlah pengiklan sebesar 60 persen di sektor AVOD, dengan jumlah materi kreatif yang meningkat hingga 2,5 kali lipat.

Platform seperti The Roku Channel dan YouTube kini masuk dalam cakupan radar bersama Netflix, Prime Video, Hulu, serta Peacock. Pemantauan ini juga mencakup siaran langsung liga olahraga premium seperti NFL, NBA, Formula 1, WNBA, dan Piala Dunia mendatang.

"CTV is no longer just about streaming shows and movies. Live sports, premium AVOD inventory, and cross-platform video strategies are converging into a unified advertising experience," kata Tejas Desai, Chief Product & Technology Officer MediaRadar.

Infrastruktur kecerdasan MediaRadar kini melacak lebih dari 5 juta merek dengan belanja media mencapai 280 miliar dolar AS di 30 lebih saluran media. Layanan data komprehensif ini sudah tersedia bagi klien melalui platform langsung, Data Cloud, maupun layanan khusus.

"To truly understand modern video advertising, brands need visibility across both live and on-demand environments, connected to the broader media landscape. That's what MediaRadar is delivering," ujar Tejas Desai, Chief Product & Technology Officer MediaRadar.

Di sisi lain, pergeseran program olahraga ke ranah streaming mendorong pemasar untuk mengadopsi pembelian terprogram (programmatic buying) demi efisiensi biaya. Platform media programatik MiQ memfasilitasi para pembeli media untuk mengamankan inventaris olahraga langsung melalui kesepakatan pasar privat (PMP).

"we’ve been talking about the shift to streaming for quite some time," kata Mohammad Chughtai, Global VP of Strategy and Partnerships MiQ.

Menurutnya, para pemasar kini fokus untuk memaksimalkan investasi periklanan mereka secara digital. Penggunaan pemodelan bauran pemasaran (MMM) modern menjadi salah satu strategi utama yang diadopsi untuk mengukur performa kampanye skala besar tersebut.

"Now, what we’re talking about is more about maximizing the investment as much as possible." kata Mohammad Chughtai, Global VP of Strategy and Partnerships MiQ.

Chughtai menambahkan bahwa biaya statis atau meningkat pada TV linier tradisional untuk menjangkau audiens yang kian menyusut menjadi kendala utama pengiklan. Sebaliknya, pasokan ruang iklan di platform streaming yang melimpah memaksa penyedia layanan menurunkan harga inventaris agar tetap kompetitif.

"Live sports programming keeps shifting to streaming, and programmatic buying is a natural follow thanks to cost efficiency. For marketers, one of the biggest pain points of linear TV has been static or rising costs to reach dwindling audiences. Meanwhile, in streaming, supply has massively outpaced demand, forcing streaming platforms to consistently lower the cost of their inventory to compete.

Programmatic introduces another layer of cost efficiency, an important part of proving a marketer’s investments garnered enough return on ad spend to justify further commitments. Overall, marketers are getting a good deal on connected TV, including YouTube." kata Mohammad Chughtai, Global VP of Strategy and Partnerships MiQ.

Dari segi penargetan, investasi kampanye olahraga langsung saat ini masih jauh lebih luas dibandingkan pembelian CTV biasa. Strategi pengukuran dan model atribusi yang canggih menjadi area yang paling mengandalkan kecakapan teknis saat ini.

"To answer that question, it’s important to separate targeting and measurement in programmatic parlance. On the targeting side, the investments we see for live sports campaigns are much broader compared to your typical CTV buy these days. There may be some light targeting for live sports buys, such as region or basic audience demographics, but certainly not the performance marketing tactics we’re seeing become more popular in general streaming ad buys.

The measurement that buyers rely on to rationalize their live sports budgets is the area where we see more technical savviness. Even for an upper-funnel buy that’s meant to build branding, marketers still need to see if their ads performed against that metric of performance. More sophisticated attribution models, including marketing mix modeling (MMM), are making advanced measurement possible at scale for advertisers investing in live sports streaming." kata Mohammad Chughtai, Global VP of Strategy and Partnerships MiQ.

Model MMM tradisional biasanya berbasis geolokasi dan tanda waktu, serta membutuhkan data bertahun-tahun untuk menghasilkan laporan setiap tiga hingga enam bulan sekali. Namun, kini muncul gelombang baru model MMM sumber terbuka yang mampu menyajikan laporan metrik performa secara mingguan bahkan harian.

"MMM pairs well with the nature of livestreamed sports advertising, almost more than a typical CTV buy. Most MMM models are based on geolocation and time stamps, making them a natural fit for ad buys within live sports programming that is also largely based on location and timing. But, historically, marketers would use their legacy MMM models with multiple years’ worth of data to get a read on measurement every three to six months.

The process was sometimes akin to commissioning a mini consulting project, with someone on the other end piecing together recommendations based on user consumption across various channels. We see some very large marketers today that still use this approach because it offers useful long-term insights about a brand and its audience. Other advertisers are turning to the next wave of MMM models, which give reporting on a much more rapid cadence." kata Mohammad Chughtai, Global VP of Strategy and Partnerships MiQ.

MiQ sendiri membangun solusi internal berbasis model Google Meridian yang dapat mengeluarkan laporan pengukuran harian. Kehadiran tren ini memangkas hambatan masuk bagi pemasar skala kecil yang kekurangan sumber daya untuk membangun model atribusi dari nol.

"The infrastructure and business models of MMM are evolving. Now, more attribution models are open-source, allowing buyers to build custom models on top of an already-existing platform with established scale. Google’s Meridian is just one example of this model; at MiQ, we’ve built an in-house solution based on the Google Meridian model, and we can churn out weekly and sometimes daily measurement reports.

This trend also lowers the barrier of entry to smaller marketers who may be considering live sports campaigns but lack enough time and/or resources to build their own attribution models from the ground up. Plus, rapid reporting that covers a broad base allows media buyers to optimize campaigns much more quickly – including while they’re still in flight – which is a boon for ad performance. At MiQ, we are running most programmatic sports buys via private marketplace deals because buyers often find it to be more cost efficient.

For example, PMPs can package together higher-cost inventory from premium publishers alongside lower-cost inventory from channel distributors, making for broad scale at a reasonable price. Programmatic guaranteed buys are also a good option for media buyers who prioritize deal delivery because they need to guarantee a certain number of impressions. We don't recommend buying live sports inventory via the open exchange." kata Mohammad Chughtai, Global VP of Strategy and Partnerships MiQ.

Chughtai juga menyoroti pentingnya penargetan dari sisi penjualan (sell-side targeting). Menurutnya, data dari penerbit langsung (publisher data) pada sistem sell-side umumnya jauh lebih akurat dibandingkan data yang diperoleh melalui Demand-Side Platform (DSP).