DIRECTV Advertising Revolutionizes DOOH with Programmatic Access for Remote Inventory on the Go

Unlocking Digital Out-Of-Home Inventory with DIRECTV Advertising

DIRECTV Advertising is making waves in the advertising landscape with its recent announcement at the Consumer Electronics Show (CES). The company has introduced programmatic access to its digital out-of-home (DOOH) inventory, aiming to offer brands an innovative way to engage with TV audiences while on the go. This announcement aligns with the growing trend of integrating digital and traditional advertising channels, providing advertisers with exciting new opportunities.

The Concept of Programmatic DOOH

Programmatic advertising in the digital out-of-home space allows advertisers to leverage digital tools to buy ad spaces. This means that brands can target specific audiences in real-time, making their advertising efforts more efficient. By enabling programmatic access to its Remote inventory, DIRECTV is bridging the gap between traditional media and modern digital tools, ensuring that advertisers can reach consumers wherever they are – whether they are in an office, at a restaurant, or even a waiting room.

A Nationwide Network at Your Fingertips

Launched last year, DIRECTV Remote comprises a dedicated DOOH network that operates across commercial establishments nationwide. As part of the rollout of its new streaming solution for small businesses, this service now offers advertisers scalable options to engage with premium live TV inventory within various settings, including retail locations, salons, bars, and restaurants.

Amy Leifer, DIRECTV Advertising's Chief Advertising Sales Officer, stated, "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." This sentiment captures the essence of programmatic DOOH; the emphasis is not solely on reaching viewers at home, but rather interacting with them throughout their day.

Key Partnerships and Innovations

The programmatic access to DIRECTV Remote inventory will be facilitated through notable partnerships, including Place Exchange SSP, a leader in programmatic DOOH media. This collaboration aims to streamline the buying process for advertisers by allowing them to utilize the same platforms used for other digital programmatic channels, such as Basis and The Trade Desk. Furthermore, plans are already in motion to enhance inventory availability in the upcoming months, which indicates strong growth for this innovative advertising approach.

To ensure effectiveness, DIRECTV will utilize Place Exchange's PerView measurement solution. This system relies on up-to-date mobile data to provide dynamism in measuring reach, impressions, and frequency for campaigns that utilize DIRECTV Remote inventory – both programmatically and directly.

The Rise of Video Advertising in DOOH

According to the latest Programmatic OOH Trends Report by Place Exchange, digital screens and TV advertisements have taken precedence in the world of out-of-home media. This signifies a remarkable shift in advertisers' spending habits, highlighting that platforms like DIRECTV Remote are becoming essential to comprehensive advertising strategies.

The demand for premium video content in out-of-home environments is on the rise, particularly in light of major sporting events and other high-visibility opportunities. As consumers seek entertainment in diverse settings, DIRECTV is capitalizing on this movement by offering a solution that enables advertisers to engage audiences in real-world moments effectively.

Expanding Advertising Horizons

The introduction of programmatic access to DIRECTV Advertising represents a significant advancement not just for the company, but for the overall advertisement ecosystem. With their continuous efforts to democratize access to premium media inventory, DIRECTV aims to enhance how advertising is executed in the out-of-home sector. Last year, the company broadened its reach by enabling programmatic purchases across satellite and streaming inventory in addition to introducing innovative formats, such as pause ads.

Katie McAdams, CMO of Basis, remarked, "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." This highlights the transition towards an omnichannel strategy in advertising, which is increasingly important as brands strive to connect with consumers in more integrated ways.

In conclusion, DIRECTV Advertising’s move to harness programmatic capabilities marks a pivotal moment in the advertising industry, as it opens new avenues for brands to target audiences dynamically and effectively in diverse environments. As the DOOH landscape evolves, companies like DIRECTV Advertising will continue to lead the way in innovation and strategy, shaping the future of advertising beyond traditional borders.