PHD NZ rolls out first TV commercial campaign exclusive to connected devices for Heineken

PHD New Zealand has matched the changing video habits of Heineken drinkers with New Zealand’s first 100% connected television (CTV) ad campaign.

The campaign for DB Breweries is the agency’s – not to mention the country’s – first real-time bidding (RTB) CTV campaign, using a 30-second TVC for Heineken across TVNZ OnDemand. Users viewing TVNZ OnDemand from a Samsung Smart TV, Chromecast, PlayStation or Xbox were served Heineken content.

PHD New Zealand’s group general manager of digital, Christophe Spencer, says the move to implement a CTV-only campaign is the result of shifts in video consumption habits.

Says Spencer: “From desktop, to mobile and now to connected TV, audiences are viewing online video differently.

“We’re shifting our placements to match these habits, maintaining agility for brands like Heineken and remaining relevant to their audience.”

A CTV-optimised campaign offers users a fullscreen experience of video ad play in an environment that maximises engagement. Compared to regular TV, CTV has the additional benefit of addressability via IP.

PHD’s Heineken campaign was excuted with The TradeDesk.

Tom Wheelan, TradeDesk director of business sevelopment ANZ, says the team was excited to take a CTV-only campaign live with PHD.

Says Wheelan: “This is an example of an industry leading agency trade desk and an agile brand staying at the forefront of what’s possible and relevant to their audience.”

Dom Wong of Telaria, a company that has been using the CTV platform without an RTB function, is also impressed by PHD’s use of CTV inventory.

Says Wong: “PHD has acknowledged this trend and actively taken the leap to diversify their technology in order to lead the market in providing excellence to the user and the advertiser.”

Adds Spencer: “We’re looking forward to exploring the possibilites and pushing the boundaries of CTV further.”