LAS VEGAS — The DirecTV Advertising arm of direct broadcast satellite provider DirecTV used a venue presented by a comrade-in-arms in the fight against broadcast media on Capitol Hill to share that it will be bringing more “premium Connected TV” video options to the digital out-of-home marketplace.
At CES 2026, DirecTV Advertising introduced the programmatic enablement of inventory from DirecTV Remote, a move it says makes it easier for brands to reach TV audiences on the go.
Launched at CES last year, DirecTV Remote is the company’s dedicated DOOH network, giving advertisers programmatic access to a growing pool of Live TV video inventory in a variety of locations including offices, waiting rooms, retail shops, salons, neighborhood bars and restaurants, and, later this year, in premium hotels.
In-flight inventory across top 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 – and brands can now meet consumers at every step along the way,” said Amy Leifer, Chief Advertising Sales Officer for 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.”
DIRECTV Remote inventory will be available programmatically through select launch partners including Place Exchange by Broadsign, enabling buyers to access DirecTV Remote inventory using the same workflows as other programmatic channels through the DSP of their choice, including Basis and The Trade Desk.
There are plans to make the inventory further available in the first quarter of 2026, DirecTV said.
Furthermore, DIRECTV Advertising will also use Place Exchange’s proprietary PerView measurement product, developed in line with the OAAA OOH Impression Measurement Guidelines and based on “up-to-date, deterministic mobile device data,” to deliver dynamic measurement of reach, frequency, and impressions for DirecTV Remote campaigns bought both programmatically and directly.
“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 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.”
