Satellite inventory now incorporates programmatic advertising from DirecTV
In a groundbreaking move, DirecTV Advertising is expanding its programmatic ad capabilities into traditional linear TV, aiming to bridge the gap between the two mediums and offer a new level of flexibility to buyers.
The integration of programmatic platforms is at the heart of this transformation. Solutions like VOS360 Ad seamlessly integrate with demand-side platforms (DSPs), supply-side platforms (SSPs), and measurement platforms such as Google Ad Manager and Magnite SpringServe, enabling broadcasters like DirecTV to automate and optimize linear TV ad delivery programmatically.
This expansion is already showing promising results. DirecTV’s expanded footprint for programmatic campaigns has led to up to a 50% increase in response rates, indicating significantly higher engagement for ads delivered programmatically on their linear channels.
Amy Leifer, chief advertising sales officer of DirecTV Advertising, expressed that this move is to set TV free and offer a new level of flexibility to buyers. "We are modernizing linear TV advertising by extending sophisticated digital targeting, measurement, and optimization tools directly to linear TV audiences," she said.
DirecTV Advertising is not new to innovation. It has been a pioneer in addressable advertising, and this move will offer buyers access to premium, brand-safe inventory through their preferred demand-side platform and sell-side platform across all DirecTV endpoints.
The launch of MyFree DirecTV, an app-based free, ad-supported streaming TV (FAST) service, is doubling DirecTV’s streaming footprint, bringing more scale to digital buyers. With the launch of MyFree DirecTV, DirecTV Advertising now offers more than 70 channels and on-demand content within the DirecTV app.
This move is meeting the moment, as control and transparency are top of mind for programmatic buyers. Comscore reports that traditional linear TV generates nearly six times more impressions than streaming, and DirecTV Advertising’s efforts are generating new opportunities, especially in live sports, where clients can leverage rich contextual signals to get closer to the content and enhance transparency.
Basis Technologies, a partner of DirecTV Advertising, states that having unparalleled, preferred access to DirecTV's brand-safe premium content via programmatic advertising methods gives them unique opportunities to reach incremental audiences. DirecTV Advertising is enabling more signals to allow brands to reach and manage their audiences on a granular level, offering brands a deeper understanding of the content in which ads are running.
DirecTV Advertising aims to make this inventory more widely available in the first quarter of this year, providing advertisers with increased inventory, scale, and untapped audiences across satellite and streaming. This move by DirecTV Advertising is indeed setting TV free and offering a new level of flexibility to buyers.
[1] VOS360 Ad [2] Comscore [3] Magnite [4] Nielsen [5] Publicis Media Exchange (PMX) [6] Basis Technologies
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