DIRECTV Advertising announced at CES the expansion of its premium connected TV (CTV) video offerings into the digital out-of-home (DOOH) ecosystem through the programmatic enablement of DIRECTV Remote inventory. This move allows brands to extend the reach of premium Live TV content beyond the living room and connect with audiences in real-world environments while they are on the go.
Originally unveiled at CES last year, DIRECTV Remote is the company’s dedicated DOOH network built on its extensive nationwide footprint across commercial venues. With the national rollout of DIRECTV’s new streaming TV solution for small businesses, DIRECTV Remote now delivers DOOH at scale. Advertisers can programmatically access an expanding pool of premium Live TV inventory across a wide range of locations, including offices, waiting rooms, retail stores, salons, neighborhood bars and restaurants, and-later this year-select premium hotels. In-flight inventory across major U.S. airlines will continue to be offered through managed service offerings.
“When it comes to TV, it’s no longer just about the destination, it’s about the journey – and brands can now meet consumers at every step along the way,” said Amy Leifer, Chief Advertising Sales Officer, DIRECTV Advertising. “This programmatic enablement of our DOOH inventory allows advertisers to reach Live TV audiences beyond the living room with the same ease, automation and optimization that they’ve come to expect from our premium entertainment platform.”
Also Read: StackAdapt Debuts Deterministic NPI Targeting for HCP Advertising
DIRECTV Remote inventory will be available programmatically through select launch partners, including Place Exchange by Broadsign, the leading supply-side platform (SSP) for programmatic DOOH media. This integration enables buyers to access DIRECTV Remote inventory using familiar programmatic workflows through their preferred demand-side platforms (DSPs), including Basis, The Trade Desk, and others. Broader marketplace availability is planned for the first quarter of this year.
To support robust campaign insights, DIRECTV Advertising will also leverage Place Exchange’s proprietary PerView measurement solution. Built in alignment with OAAA OOH Impression Measurement Guidelines and powered by deterministic mobile device data, PerView delivers dynamic measurement of reach, frequency, and impressions for DIRECTV Remote campaigns purchased both programmatically and directly.
“DOOH is increasingly becoming integrated into omnichannel strategies, and premium video in out-of-home environments is a perfect complement to in-home viewing to reach audiences wherever they are watching TV,” said Dave Etherington, Chief Commercial Officer, Place Exchange by Broadsign. “By enabling DIRECTV Remote programmatically, buyers gain access to trusted Live TV environments at scale, at a moment when major sporting events are driving unprecedented demand.”
Industry data further underscores the growing importance of video-led DOOH. According to Place Exchange by Broadsign’s latest Programmatic OOH Trends Report, Screen/TV ad spend has recently surpassed billboards as the largest asset category, reflecting increasing demand for premium video formats like DIRECTV Remote.
The expansion builds on DIRECTV Advertising’s broader programmatic strategy. Last year, the company opened its premium TV platform to a wider advertiser base by enabling programmatic access across both satellite and streaming inventory, including innovative ad formats such as pause ads-effectively doubling the amount of premium, brand-safe DIRECTV streaming inventory available in the market.
“Programmatic buying on digital out-of-home video is yet another way DIRECTV Advertising is connecting brands with customers in real-world moments at scale,” said Katie McAdams, CMO, Basis. “Now with programmatic access to out-of-home screens with DIRECTV, Basis is empowering marketers with true omnichannel reach and advertising automation to optimize media investments.”