As video viewing increasingly extends beyond the living room, advertisers are looking for new ways to reach audiences during everyday moments. This shift matters to the MarTech ecosystem because it blends premium television with real world reach. DIRECTV Advertising has announced that it is unlocking programmatic digital out of home inventory from DIRECTV Remote, expanding access to Live TV video placements across a growing network of commercial locations.
DIRECTV Advertising revealed the update at CES, positioning DIRECTV Remote as a bridge between connected TV and out of home environments. Launched last year, DIRECTV Remote is the company dedicated digital out of home network built on its nationwide footprint of commercial establishments. With the national rollout of DIRECTV new streaming TV solution for small businesses, the network now offers programmatic scale across offices, waiting rooms, retail shops, salons, neighborhood bars and restaurants, with premium hotels expected to join later this year. In flight inventory across major US airlines will continue to be offered as a managed service.
By making DIRECTV Remote inventory available programmatically, DIRECTV Advertising is allowing brands to extend premium video campaigns beyond the home using familiar automated buying workflows. Advertisers will be able to access Live TV video inventory through select launch partners, including Place Exchange by Broadsign. Buyers can activate campaigns through the demand side platforms they already use, including Basis, The Trade Desk, and others, with broader availability planned for the first quarter.
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“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.”
Measurement is a key part of the offering. DIRECTV Advertising will use Place Exchange proprietary PerView measurement solution, developed in line with OAAA impression guidelines and supported by deterministic mobile device data. This enables dynamic reporting on reach, frequency, and impressions for DIRECTV Remote campaigns, whether bought programmatically or 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.”
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Industry data underscores the timing of the move. According to Place Exchange by Broadsign Programmatic OOH Trends Report, screen and TV spend has recently surpassed billboards as the largest asset category, highlighting growing demand for video led out of home formats.
Last year, DIRECTV Advertising expanded programmatic access across its satellite and streaming inventory, including formats such as pause ads. With DIRECTV Remote now available programmatically, the company is further extending premium, brand safe video into everyday public spaces.
“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. As DIRECTV Advertising continues to evolve DIRECTV Remote, the initiative signals how premium television is becoming a truly omnichannel experience.
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