Mediacorp has partnered with Mastercard to introduce Singapore’s first end-to-end media measurement solution, leveraging anonymised transaction insights to enhance media effectiveness evaluation. This collaboration aims to provide brands with a clearer understanding of how media exposure translates into real-world consumer actions, thereby improving campaign planning and outcome measurement.
The partnership combines Mediacorp’s extensive omnichannel reach across television, radio, digital, social, and out-of-home platforms with Mastercard’s transaction and spending insights. This integration allows advertisers to gain deeper insights into audience behaviour, including store visits and purchase activities, creating a closed-loop measurement framework that directly links media delivery to business outcomes.
Advertisers can now track market share shifts and benchmark their performance against competitors, enabling more informed decision-making. The solution offers full-funnel accountability, assessing campaign performance across platforms and allowing brands to optimise media investments based on actual commercial impact rather than proxy metrics like impressions.
This initiative builds on Mediacorp’s ongoing investment in advanced measurement tools, following the introduction of its Ultimate Omnichannel Impact framework. This framework, based on the five Cs—Culture, Content, Connection, Context, and Conversion—aims to create a seamless journey from storytelling to sales.
Jacqui Lim, Mediacorp’s Chief Commercial Officer, stated, “This collaboration elevates how media effectiveness is measured in Singapore.” Tancho Fingarov, Mastercard’s Senior Vice President, added, “By integrating these capabilities, we’re giving marketers clearer visibility into what truly drives impact.”
The partnership is set to offer a smarter, outcome-led approach for brands to plan, measure, and grow media effectiveness in a dynamic omnichannel landscape.
