DIRECTV opens programmatic DOOH inventory from the DIRECTV Remote
Live TV screens in bars, hotels and offices are now buyable through programmatic pipes.
Mariano De Vitto · July 2026
DIRECTV is opening up programmatic access to live TV screens playing in offices, bars, hotels and salons through the DIRECTV Remote, its commercial (business-facing) product. The move turns what was once a closed, deal by deal sales process into inventory buyable through programmatic pipes, alongside standard CTV and digital placements.
For marketers, this matters because it blurs the line between CTV and DOOH. The same live sports, news and entertainment feeds people watch at home are now addressable in shared, high dwell time environments, places where audiences are captive and often in social or professional settings.
Practically, this means brands can extend campaigns already running on CTV into public venues without building a separate DOOH buy from scratch. A single campaign logic, built around context, daypart or even live event, can now stretch from the living room to the waiting room, the hotel lobby or the bar during game night.
It also signals where premium DOOH is heading: live, licensed TV content rather than static or looped digital signage. That raises the bar for what counts as 'premium' out of home inventory, and gives programmatic buyers a new lever for reaching people outside the home during real, unscripted moments like live sports or breaking news.
For media planners, the takeaway is straightforward. Programmatic DOOH is no longer just about digital billboards and screens. It is starting to include the same live feeds fueling CTV, opening fresh planning combinations across formats that used to sit in separate budgets entirely.
The Signal Brief · Mariano De Vitto — Head of Marketing, Barcelona