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DIRECTV Advertising Unlocks Programmatic DOOH Inventory for DIRECTV Remote (CES 2026)

Premium TV environments are going “out of home”—and now they’re being bought like digital through DSP workflows.

January 7, 2026 4 min read Atlas OOH Editorial
DIRECTV Advertising Unlocks Programmatic DOOH Inventory for DIRECTV Remote (CES 2026)
Categories: Programmatic DOOH • CTV • Omnichannel
Quick take: DIRECTV Advertising announced at CES 2026 that DIRECTV Remote inventory is now programmatically enabled, giving buyers access to premium TV environments outside the home through DSP workflows. (Sources: PR Newswire, DIRECTV)

Premium video is leaving the living room

For years, “premium video” meant one thing: the living room. DIRECTV’s move is part of a bigger shift—premium TV experiences are increasingly showing up in public venues, and now that supply is being packaged in a way media teams can buy like any other digital channel.

DIRECTV positions this as bringing more premium CTV video options into the DOOH marketplace via programmatic enablement, making it easier for brands to reach TV audiences “on the go.”

Why it matters for DOOH buyers

This is less about a single inventory source and more about a planning unlock:

  • CTV + DOOH can share more of the same buying language (DSP access, automation, reporting)
  • DOOH becomes a stronger reach extension for video plans
  • Brands can build consistent creative across in-home and out-of-home viewing contexts

A notable callout in DIRECTV’s announcement includes commentary from Place Exchange (Broadsign) about DOOH’s growing role in omnichannel strategies and the value of “trusted Live TV environments at scale.”

What to watch next

  • Which DSPs and buyers lean in first
  • How measurement is packaged (reach/frequency, venue reporting, brand lift)
  • Whether “premium video DOOH” starts getting planned alongside CTV—not after it
Planning takeaway: If premium video DOOH becomes easier to buy programmatically, the smart move is to plan it early— as a deliberate reach + context layer in video strategy, not a late-stage add-on.

Sources

FAQs

That DIRECTV Remote inventory is now programmatically enabled—so buyers can access premium TV environments outside the home through DSP-style workflows.
Because it extends premium video reach beyond the living room into real-world venues—while keeping digital-like buying language such as automation, reporting, and workflow alignment.
It makes DOOH a stronger reach extension for video plans, supports consistent creative across in-home and out-of-home contexts, and makes premium venue inventory easier to activate at scale.
Which DSPs adopt first, how measurement gets packaged (reach/frequency, venue reporting, brand lift), and whether planners start putting premium video DOOH into CTV plans upfront instead of as an add-on.
Define what “success” means before launch—incremental reach, venue-level delivery, brand lift, or frequency control—then align reporting expectations across CTV and DOOH so performance can be compared cleanly.

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