The convergence of television, digital, and out-of-home media is accelerating rapidly. As advertisers demand seamless omnichannel reach, media owners are rethinking how premium video inventory can travel beyond traditional screens. In this evolving landscape, DIRECTV Advertising has taken a significant step by unlocking programmatic digital out-of-home access through its DIRECTV Remote digital network.
By enabling programmatic buying across its DOOH footprint, DIRECTV is allowing brands to reach live TV audiences far beyond the living room — with the same automation, optimisation, and measurement digital buyers already expect.
What Is the DIRECTV Remote Digital Network?
The DIRECTV Remote digital network is a dedicated digital out-of-home platform built on DIRECTV FOR BUSINESS’s nationwide presence across commercial establishments.
Initially launched at CES, the network extends premium live television content into real-world environments such as:
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Offices and corporate spaces
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Waiting rooms and clinics
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Retail outlets
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Salons and neighbourhood stores
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Bars and restaurants
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Premium hotels (launching later this year)
As a result, advertisers gain access to viewers while they are outside their homes but still consuming live television content.
Why Programmatic Enablement Matters for DOOH Video Advertising
Traditional DOOH buying often involved manual planning, limited flexibility, and delayed reporting. However, programmatic DOOH buying changes this entirely.
With the programmatic enablement of the DIRECTV Remote digital network, advertisers can now:
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Access inventory via leading DSPs
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Optimise campaigns in real time
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Activate based on audience and context
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Measure impressions dynamically
Consequently, DOOH video becomes part of a unified digital buying ecosystem rather than a standalone channel.
How DIRECTV Advertising Enables Programmatic Access
Integration with Place Exchange SSP
DIRECTV Advertising has partnered with Place Exchange by Broadsign, the leading supply-side platform for programmatic DOOH media.
Through this integration, buyers can access DIRECTV Remote inventory using familiar workflows already used across other digital channels. This removes operational friction and speeds up campaign execution.
Availability Across Major DSP Platforms
Advertisers can programmatically purchase DIRECTV Remote inventory through top demand-side platforms including:
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Basis
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The Trade Desk
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Additional DSPs planned for wider rollout
This approach ensures that buyers do not need separate tools or specialised DOOH processes.
What Makes DIRECTV Remote Inventory Premium?
1. Live TV Environments Outside the Home
Unlike static digital screens, DIRECTV Remote delivers live television programming in high-attention commercial spaces. Viewers remain engaged with sports, news, and entertainment content — creating a natural environment for video advertising.
2. Trusted, Brand-Safe Locations
Inventory appears in professionally managed business venues rather than open public spaces. Therefore, advertisers benefit from controlled environments with higher brand safety and contextual relevance.
3. Scalable National Footprint
With DIRECTV FOR BUSINESS rolling out its new streaming TV solution nationwide, the network continues to expand rapidly. This provides advertisers with scale that few DOOH video networks can match.
How Measurement Enhances Campaign Transparency
Measurement remains critical for modern advertisers. To address this need, DIRECTV Advertising is using PerView Measurement, Place Exchange’s proprietary solution.
This system aligns with OAAA OOH Impression Measurement Guidelines and leverages deterministic mobile device data to deliver:
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Accurate impression counts
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Reach and frequency metrics
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Dynamic performance insights
Importantly, these metrics apply to both programmatic and direct buys, ensuring consistent reporting across channels.
Why Programmatic DOOH Fits Omnichannel Media Strategies
Today’s consumers watch television everywhere — not just at home. As media behaviour becomes increasingly fluid, advertisers must follow audiences across locations.
The DIRECTV Remote digital network complements in-home CTV advertising by extending video exposure into real-world moments. Consequently, brands maintain continuity across the customer journey.
This strategy becomes especially powerful during high-demand periods such as major sporting events, where live TV viewership peaks across multiple environments.
How This Move Strengthens DIRECTV’s Advertising Ecosystem
Over the past year, DIRECTV Advertising has significantly expanded its programmatic capabilities. Beyond DOOH, the company has already enabled programmatic access across:
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Satellite inventory
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Streaming inventory
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Innovative formats such as pause ads
Together, these efforts double the availability of premium, brand-safe video inventory while simplifying access for digital buyers.
The addition of programmatic DOOH video completes the omnichannel loop.
What This Means for the Future of DOOH Video Advertising
Recent industry trends indicate that screen-based advertising now commands greater investment than traditional billboards. This shift highlights the growing importance of video-led DOOH environments.
By unlocking programmatic access to the DIRECTV Remote digital network, DIRECTV Advertising positions itself at the intersection of television, digital, and out-of-home media.
As advertisers continue to prioritise automation, accountability, and audience-based planning, programmatic DOOH video is expected to play a central role in future media strategies.
Conclusion
The programmatic enablement of the DIRECTV Remote digital network represents a major evolution in how premium video advertising reaches consumers outside the home.
Through strategic partnerships, advanced measurement, and seamless DSP integration, DIRECTV Advertising is redefining DOOH as a fully addressable, data-driven channel.
By connecting brands with live TV audiences in real-world moments, the company brings television advertising closer to true omnichannel execution.
