DIRECTV uses Upfront Week to sell its converged TV pitch
DIRECTV Advertising has launched a new multi-channel out-of-home (OOH) and digital advertising campaign during Upfront Week. The campaign, developed with TBWA\Chiat\Day LA and Starcom US, positions the Upfronts as a metaphor for DIRECTV's converged TV platform, highlighting its capabilities in premium video, live sports, streaming, and OOH reach.
Key Takeaways
- The campaign starts on flights into New York on Sunday, May 10, with :30 spots on live TV programming on airplane seatbacks through DIRECTV Remote.
- DIRECTV is using high-impact DOOH, experiential activations, digital video, trade publication ads, and social placements across Upfront Week.
- The campaign includes digital signage near key venues and transit hubs, LED trucks, Times Square billboards, branded carts, and custom wrapped SUVs.
- DIRECTV says each touchpoint maps to a proof point of its ad business, including premium video, live sports, streaming, and out-of-home reach.
- The campaign ends with return-flight TV spots and will be followed by continued marketing and client engagement through the Upfront buying season.
Why It Matters
DIRECTV is using one of advertising’s busiest weeks to demonstrate, in-market, how its converged TV platform spans premium video, live sports, streaming, and OOH. The execution matters because it ties the pitch to visible inventory across flights, Times Square, transit hubs, and brand activations rather than a static sales deck. Starcom US frames that as a response to a fragmented media ecosystem, while DIRECTV says the campaign is the start of broader engagement through Upfront buying season. Watch for whether DIRECTV continues the same message after Upfront Week through client meetings and follow-on marketing.
Read full article at cynopsis.com
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