Key Points
- DIRECTV Advertising enabled programmatic buying for DIRECTV Remote, expanding premium TV video into digital out-of-home environments.
- The network offers Live TV inventory across offices, retail, bars and restaurants, with hotels planned later this year.
- Inventory will be available through partners like Place Exchange, supporting omnichannel measurement and optimization.
DIRECTV Advertising is expanding its presence in the digital out-of-home marketplace with the programmatic enablement of inventory from DIRECTV Remote, bringing premium connected TV video into more public and commercial environments. The announcement was made this week at CES.
Launched at CES last year, DIRECTV Remote is the company’s dedicated digital out-of-home network, built on its national footprint of commercial establishments. With DIRECTV’s recent rollout of a new streaming TV solution for small businesses, the network is now scaling more broadly, offering advertisers access to Live TV inventory across offices, waiting rooms, retail locations, salons, neighborhood bars and restaurants. Later this year, the footprint is expected to expand into premium hotels. In-flight inventory across major U.S. airlines will continue to be sold through managed service agreements.
The move allows brands to buy DIRECTV Remote inventory programmatically, extending TV campaigns beyond the living room and into out-of-home settings where consumers are already engaging with Live TV content.
“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, the Chief Advertising Sales Officer at DIRECTV Advertising. She said the programmatic rollout gives advertisers the same level of automation and optimization they expect from premium TV platforms.
DIRECTV Remote inventory will initially be available through select launch partners, including Place Exchange by Broadsign, allowing buyers to access the inventory through existing programmatic workflows and demand-side platforms such as Basis and The Trade Desk. DIRECTV Advertising said broader availability is planned for the first quarter of this year.
The company will also use Place Exchange’s PerView measurement solution to provide reporting on reach, frequency and impressions for both programmatic and direct buys. The measurement approach aligns with OAAA OOH Impression Measurement Guidelines and is based on deterministic mobile device data.
“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, the Chief Commercial Officer of 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 cited by Place Exchange shows Screen and TV formats have recently surpassed billboards as the largest programmatic out-of-home asset category, reflecting growing advertiser demand for video-based DOOH.
The announcement builds on DIRECTV Advertising’s broader push into programmatic buying. Last year, the company enabled programmatic access to advertising inventory across both satellite and streaming platforms and introduced formats such as pause ads, significantly expanding the amount of premium, brand-safe streaming inventory available to buyers.
“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, the Chief Marketing Officer at 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.”
