Mediapro Argentina is employing TGI Sport's cutting-edge technology to revolutionize advertising during the South American qualifiers for the 2026 World Cup. TGI Sport's software seamlessly inserts digital advertisements into stadium environments, such as LED signage and even the pitch itself, visible exclusively to television viewers.
This technology facilitates precise geographical segmentation. The system allows for different advertisements to be displayed simultaneously in various regions. For instance, a specific brand might appear in European broadcasts while a different brand is shown concurrently in South America. This creates highly tailored advertising campaigns based on market specifics.
The TGI Sport servers, strategically located at the Mediapro hub in San Isidro, perform real-time ad insertion for each territory. This generates individualized feeds, subsequently distributed to the respective markets. This sophisticated technology has been successfully utilized in Spain since 2010 for virtual advertising in the vast majority of Spanish league matches.
As part of the FIFA 2026 World Cup qualifying process, Mediapro Argentina is tasked with the international broadcast distribution for seven participating countries, leveraging this advanced technology to enhance advertising opportunities.