Mediacorp partners Mastercard to link ads to real-world purchases

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Mediacorp has announced a strategic partnership with Mastercard to introduce what the companies say is Singapore’s first end-to-end media measurement solution powered by anonymised and aggregated transaction insights.

The collaboration aims to give advertisers clearer visibility into how audiences move from media exposure to real-world action, enabling brands to better connect campaign reach with measurable business outcomes.

Under the partnership, Mediacorp will leverage Mastercard’s privacy-safe transaction insights to enhance campaign planning, audience intelligence and performance measurement across its omnichannel network. The solution integrates spending signals derived from aggregated transaction data to help advertisers understand how media exposure translates into behaviours such as store visits and purchase activity.

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By combining Mediacorp’s reach across television, radio, digital, social and out-of-home platforms with Mastercard’s transaction-based insights, advertisers will be able to move beyond traditional metrics such as impressions and engagement. Instead, the framework enables brands to assess campaign impact based on real-world outcomes.

The companies say the system creates a “closed-loop” measurement model linking media delivery directly to business performance. In addition to measuring conversion-related signals, advertisers will also be able to monitor shifts in market share and benchmark campaign performance against competitors within their category.

The partnership builds on Mediacorp’s broader push to strengthen measurement capabilities. Earlier this year, the broadcaster introduced its "Ultimate omnichannel impact" framework at its 2026 trade show, centered on five key pillars: culture, content, connection, context and conversion.

Together, Mediacorp and Mastercard say the new initiative will extend that framework by enabling brands to move more seamlessly from storytelling to sales through improved data, analytics and performance tracking in an increasingly complex omnichannel landscape.

The Mastercard partnership also builds on Mediacorp’s wider push to strengthen its digital ecosystem through strategic industry collaborations. In October 2025, the company announced a partnership with StarHub aimed at reshaping Singapore’s media and entertainment landscape. Under the agreement, Mediacorp’s streaming platform meWATCH began carrying StarHub TV+ content packages, giving audiences access to a broader range of premium programming within a single platform. This includes global blockbusters and live sports such as the Premier League.

Beyond expanding viewing options, the tie-up also created new opportunities for advertisers. By combining the scale and capabilities of both companies, the partnership enables precision-targeted live TV ad insertion and deeper measurement across integrated TV and digital platforms.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.

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