Target's Roundel Becomes 1st Retail Media Network on DirecTV Remote
A new pilot program between Roundel, the retailer media network of Target, and DirecTV Advertising promises to put brand campaigns in front of shoppers' eyes, regardless of whether they’re at home or abroad.
The partnership, which marks the first time a retail media network has bought into DirecTV Remote's out-of-home network, uses Target’s first-party shopper data to place brand messaging wherever DirecTV's audiences already are. This can include home screen takeovers, commercial slots during live sports broadcasts and video ads that reach viewers in their airplane cabins or hotel rooms.
According to Roundel, the pilot program is unique in its ability to close the gap between views and actual purchases, with brands now able to track whether someone who saw their ad spot later bought the product at Target. The pilot also grants access to marquee programming from major sports leagues like MLB, WNBA and the PGA as well as a "Pause Ads" feature that surfaces when a viewer pauses their screen.
On the connected TV side, advertisers can get branded carousel placements and curated content slots on DirecTV's home screen, with 95% of impressions landing in living rooms specifically. Linear ads run during commercial breaks across a network of over 150 live channels with targeting built around Target’s guest segments. The program also offers seasonal tie-ins like Halloween or back-to-school campaigns.
The final "Travel" offering through DirecTV Remote places ads in planes, hotels, bars and other venues outside the home; one example of this in action would be a 30-second in-flight spot scheduled to play during live TV ad breaks.
Danone has signed on as a launch partner, with the food and beverage company planning to test multiple brands through the pilot in the coming months. Roundel is still signing up additional advertisers as the program picks up speed.
Roundel has been putting in work to scale its footprint within Target’s larger business. The network, which works with over 2,000 vendors and reaches more than 100 million omnichannel shoppers, has since generated $2 billion in value for Target with continuing ad revenue growth through Q1 2026.
This article was originally published on P2PI sibling brand Progressive Grocer.
