DIRECTV Advertising today announced at CES that it is bringing more premium connected TV (CTV) video options to the digital out-of-home (DOOH) marketplace through the programmatic enablement of inventory from DIRECTV Remote. This move makes it easier for brands to reach TV audiences beyond the home, wherever consumers are on the go.

Launched at CES last year, DIRECTV Remote is the company’s dedicated DOOH network built on its nationwide footprint of commercial establishments. With DIRECTV’s national rollout of its new streaming TV solution for small businesses, the network now delivers DOOH at scale—providing advertisers with programmatic access to a growing pool of premium Live TV inventory.

Premium Live TV Inventory, Available Anywhere

DIRECTV Remote inventory spans a wide variety of locations, including offices, waiting rooms, retail stores, salons, neighborhood bars and restaurants, and—later this year—premium hotels. In-flight inventory across major U.S. airlines will continue to be sold as a managed service.

“When it comes to TV, it’s no longer just about the destination, it’s about the journey,” said Amy Leifer, Chief Advertising Sales Officer, DIRECTV Advertising. “This programmatic enablement allows advertisers to reach Live TV audiences beyond the living room with the same ease, automation, and optimization they expect from our premium entertainment platform.”

Programmatic Access Through Leading SSPs and DSPs

DIRECTV Remote inventory will be available programmatically through select launch partners, including Place Exchange by Broadsign, the leading SSP for programmatic DOOH media. Buyers can access inventory using familiar workflows through top DSPs such as Basis, The Trade Desk, and others.

DIRECTV plans to expand availability further in the first quarter of the year, making premium DOOH video even more accessible to digital buyers.

Advanced Measurement with PerView

DIRECTV Advertising will also leverage Place Exchange’s proprietary PerView measurement solution to deliver dynamic reporting on reach, frequency, and impressions for DIRECTV Remote campaigns. PerView is developed in line with OAAA OOH Impression Measurement Guidelines and uses deterministic mobile device data for accurate insights.

“Premium video in out-of-home environments is a perfect complement to in-home viewing,” said Dave Etherington, Chief Commercial Officer, Place Exchange by Broadsign. “Programmatic enablement gives buyers access to trusted Live TV environments at scale, especially as major sporting events drive demand.”

DOOH Video’s Growing Role in Omnichannel Strategies

According to Place Exchange by Broadsign’s latest Programmatic OOH Trends Report, Screen/TV spend has surpassed billboards as the largest asset category—highlighting the increasing importance of video-first DOOH solutions like DIRECTV Remote.

DIRECTV Advertising continues to expand programmatic access across its satellite and streaming inventory, including innovative ad formats such as pause ads, doubling the availability of premium, brand-safe streaming inventory in the marketplace.

“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. With DIRECTV Remote, marketers gain true omnichannel reach and automation.”