DIRECTV Advertising is accelerating its digital transformation with expanded programmatic access, innovative ad formats and opportunities, and strategic new collaborations — all designed to redefine how advertisers connect with audiences in the lead-up to the Cannes Lions International Festival of Creativity.
Building upon the transformative programmatic enablement of DIRECTV’s linear satellite inventory earlier this year, DIRECTV Advertising continues to make ongoing enhancements to its proprietary ad tech stack, DIRECTV Axis, to give advertisers increased scale, access to untapped audiences, and premium inventory across its entire satellite and streaming ecosystem.
“We’ve set TV free, and it’s soaring,” said Amy Leifer, chief advertising sales officer with DIRECTV Advertising. “Our unique combination of flexible buying and premium inventory has resonated with advertisers – programmatic campaigns across our expanded footprint are seeing as much as a 50% increase in response rates, a clear sign of buyers’ desire for new, engaged audiences in the programmatic ecosystem to deliver KPIs.”
Innovative Ad Formats
As the first mover in the industry, DIRECTV Advertising introduced Pause Ads and set the standard for the high-impact unit, winning an Emmy in 2024 for the innovative, non-disruptive format. Now, DIRECTV is expanding its programmatic prowess into innovative ad formats in a new partnership with TripleLift to enable programmatic Pause Ads.
Unlike traditional approaches that require direct sales integration, leveraging TripleLift’s technology, DIRECTV’s pause ads are now available through major DSPs and operate entirely through programmatic channels using standard VAST tags and Deal IDs, making activation as seamless as any other CTV campaign. The relationship with TripleLift also sets another new industry standard, as it includes complete creative development as added value with every pause ad campaign.
“Pause ads represent a natural evolution in how viewers engage with content and making them programmatically accessible unlocks their true potential,” said Matt Van Houten, Senior Vice President, Product and Partnerships, DIRECTV Advertising. “Our Pause Ads are both addressable and shoppable using QR codes, and clients can even take over the TV with a 24-hour sponsorship where their brand will have 100% share-of-voice of all the pause events. And for tune-in advertisers, we have interactive capabilities that allow the ability to drive viewers to record or go to the VOD page with a simple click of the button.”
DIRECTV Remote Expansion Into Hotels
After launching its new dedicated out-of-home (OOH) network, DIRECTV Remote, in January and becoming the first MVPD (Multichannel Video Programming Distributor) to offer dynamic ad insertion (DAI) into in-flight TV programming on airplanes, DIRECTV Advertising will be expanding into a new travel experience – hotels.
As travelers seek the comforts of home during their hotel stays, high-quality in-room entertainment is a must, according to the latest research from DIRECTV HOSPITALITY, which offers customizable, scalable entertainment solutions for hotels nationwide. Over 90% of hotel guests surveyed said a TV in the room is “essential” or “important,” and 75% of guests admit to having the TV on for at least half of the time they are awake. Interestingly, while hotel guests often use streaming services at home, the opposite is true for them when travelling – they report that they mostly watch live TV in their hotel room.*
“When they travel, people enjoy entertainment in relatively distraction-free environments like airplanes and hotel rooms, which is the perfect opportunity for brands to connect with these consumers,” said Drew Groner, Senior Vice President, Head of Sales & Marketing, DIRECTV Advertising. “Marketers can access DIRECTV’s premium video OOH inventory through both managed service options and programmatic buying solutions, ensuring flexibility and precision in ad delivery.”
Exclusive Curated Content On MyFree DIRECTV
DIRECTV’s FAST strategy is also prioritizing quality, curation, and premium content, giving consumers access to unique entertainment programming and brands access to highly engaged audiences.
With over 125 premium FAST channels and counting, MyFree DIRECTV allows viewers to effortlessly access exciting and exclusive content, such as the newly launched Tribeca Festival+ FAST channel and Hub on MyFree DIRECTV and the upcoming Lionsgate Collection, a first-of-its-kind collaboration drawing upon the studio’s massive film & television library to deliver a proprietary, custom-curated premium channel.
“DIRECTV is ushering in the era of “freemium” TV, where high-quality, ad-supported entertainment sits comfortably alongside top-tier SVOD and paid-TV content – even acting as a gateway to subscription services,” Leifer added. “The old FAST programming strategy of ‘set it and forget it’ is officially outdated. This year’s Upfronts made it clear: FAST is shifting from a volume game to a value game. Platforms are rolling out new channels led by influencers, podcasters, and content creators, all with a focus on intentional curation. It’s a response to today’s digital-first audiences, who crave premium, curated experiences.”
About DIRECTV Advertising
DIRECTV Advertising is a pioneer in the converged addressable space, delivering industry-leading audience-based, digital, and innovative media solutions. Employing our decades of experience, we empower advertisers to address and engage their audience at scale while continuously measuring campaign impact against brand goals to unlock insights and optimize future campaigns. Learn more at www.directvadvertising.com.
*Source: DIRECTV HOSPITALITY HUB Entertainment “Guest Media Research” Survey conducted April 2024 with 1,200 U.S. consumers 21+ who stayed five or more nights in hotels within the past 12 months.
