PHD New Zealand and Heineken have rolled out the country’s first digital ad campaign that’s exclusive to connective devices in order to match the audience's changing video habits.
The real-time bidding CTV campaign, referring to TVs that can be connected to the internet, uses a 30-second TVC for Heineken across TVNZ OnDemand. It means users viewing TVNZ from a Samsung Smart TV, Chromecast, PlayStation or Xbox were served Heineken content.
Featuring Benicio del Toro discussing the fact it takes time to master perfection, the TVC is not a new creative asset and has previously run on linear TV, however, the planning behind its distribution for the new campaign is new thinking.
PHD New Zealand’s group general manager of digital, Christophe Spenser, says the move to implement a CTV-only digital 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,” says Spencer.
“We’re shifting our placements to match these habits, maintaining agility for brands like Heineken and remaining relevant to their audience.”
And while matching the audience’s viewing habits is one benefit, addressability via IP is another.
Execution of the campaign is the work of The TradeDesk and its director of business development ANZ, Tom Weaving, who says the team was excited to take a CTV-only digital 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,” says Weaving.