PHD New Zealand has matched the changing video habits of Heineken drinkers with what it calls “New Zealand’s first 100% connected television (CTV) ad campaign”.
The campaign for DB Breweries is the agency’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 NZ 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.
“From desktop, to mobile and now to connected TV, audiences are viewing online video differently,” he said.
“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 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.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 executed with The TradeDesk. Tom Weaving, TradeDesk Director of Business Development ANZ, says the team was excited to take a CTV-only campaign live with PHD.
“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,” Weaving said.
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: “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,” Wong said.
Spencer: “We’re looking forward to exploring the possibilites and pushing the boundaries of CTV further.”
- The PHD network is part of the Omnicom Media Group (www.omnicommediagroup.com).
- www.phdmedia.com
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