Pemasar global kini mulai beralih memanfaatkan pembelian programatik dan pemodelan bauran pemasaran demi mengoptimalkan efisiensi biaya iklan pada platform live streaming olahraga menyambut gelaran Piala Dunia FIFA 2026.
Pergeseran ini dipicu oleh migrasi penonton dari TV linier ke ekosistem digital demi menjangkau audiens yang lebih besar dengan biaya investasi yang lebih terukur.
Dilansir dari adexchanger.com pada 5 Juni 2026, platform media programatik MiQ memfasilitasi para pembeli media untuk mendapatkan inventaris olahraga live streaming melalui kesepakatan pasar privat.
"We’ve been talking about the shift to streaming for quite some time," kata Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"Now, what we’re talking about is more about maximizing the investment as much as possible." tambah Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
Menurut Mohammad Chughtai, efisiensi biaya menjadi faktor pendorong utama mengapa saluran programatik mulai diadopsi dalam penayangan konten olahraga secara langsung.
"Live sports programming keeps shifting to streaming, and programmatic buying is a natural follow thanks to cost efficiency." ujar Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"For marketers, one of the biggest pain points of linear TV has been static or rising costs to reach dwindling audiences." tambah Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"Meanwhile, in streaming, supply has massively outpaced demand, forcing streaming platforms to consistently lower the cost of their inventory to compete." kata Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"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." ujar Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"Overall, marketers are getting a good deal on connected TV, including YouTube." tambah Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
Meskipun penargetan iklan dalam siaran langsung olahraga berskala besar bersifat lebih luas dibandingkan iklan CTV standar, kecanggihan atribusi pengukuran tetap menjadi prioritas pemasar.
"The measurement that buyers rely on to rationalize their live sports budgets is the area where we see more technical savviness." kata Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"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." tambah Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"More sophisticated attribution models, including marketing mix modeling (MMM), are making advanced measurement possible at scale for advertisers investing in live sports streaming." ujar Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"MMM pairs well with the nature of livestreamed sports advertising, almost more than a typical CTV buy." kata Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"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." tambah Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"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." ujar Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"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." kata Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"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." tambah Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"Other advertisers are turning to the next wave of MMM models, which give reporting on a much more rapid cadence." ujar Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"The infrastructure and business models of MMM are evolving." kata Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"Now, more attribution models are open-source, allowing buyers to build custom models on top of an already-existing platform with established scale." tambah Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"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." ujar Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"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." kata Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"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." tambah Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"At MiQ, we are running most programmatic sports buys via private marketplace deals because buyers often find it to be more cost efficient." ujar Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"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." kata Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"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." tambah Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"We don’t recommend buying live sports inventory via the open exchange." ujar Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"Sell-side targeting typically has better publisher data than a marketer can get from a DSP." kata Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
"Which is not only because of the proximity to the impression, but also because of how DSPs process the sheer volume of bid requests they receive." tambah Mohammad Chughtai, Global VP of Strategy and Partnerships di MiQ.
Sementara itu, dilansir dari prnewswire.com pada 2 Juni 2026, perusahaan intelijen periklanan MediaRadar mengumumkan ekspansi besar pada kapabilitas Connected TV (CTV) mereka.
Langkah ekspansi tersebut mengintegrasikan kecerdasan Video on Demand Berbasis Iklan (AVOD) dengan siaran langsung olahraga guna memperluas visibilitas pengiklan di pasar lokal maupun global.
Berdasarkan analisis data kuartal pertama tahun 2026 oleh MediaRadar, tercatat lonjakan pengiklan AVOD sebesar 60 persen, materi kreatif naik 2,5 kali lipat, dan frekuensi kemunculan iklan melesat hingga 12 kali lipat.
"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 di MediaRadar.
"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." tambah Tejas Desai, Chief Product & Technology Officer di MediaRadar.
Layanan perluasan cakupan CTV dari MediaRadar ini mencakup pemantauan untuk liga populer seperti NFL, NBA, Formula 1, WNBA, hingga ajang Piala Dunia mendatang.
