Millward Brown Research (quantitative)

• Objective (client/campaign)– Drive awareness of McCain

Home Fries as the best tasting chips you can buy by communicating core Home Fries' value propositions.

• Objective (research)– Determine the synergistic

effects of TV and online advertising using CrossMedia (live, in-market) methodology

Millward Brown Research (quantitative)

Key Findings:• Exposure to online, incremental to TV, let to significant lifts in key brand metrics

and was an integral part of the campaign– Most notable increases were seen in brand favourability and likelihood to purchase –

specific brand objectives

• Perceptions surrounding McCain Home Fries ingredients (specially ‘selected potatoes,’ ‘made from British potatoes’) were strongly enhanced through exposure to a combination of TV+Online, which likely prompted past TV advertising memories, reinforcing what consumers already knew about McCain Home Fries.

• Previous research which evaluated ad effectiveness in different viewing environments has revealed that awareness, favorability and consideration are generally stronger in an Online setting, owing to consumers deepened engagement.

– This would suggest that the same holds true for pre-roll advertising as consumers are making a choice to be involved and are much more engaged than they would be during general TV viewing.

Decipher Research (qualitative)

• Objectives:– To ascertain how the viewing experience between TV and Online affects

advertising recall

– To ascertain how different how different combinations of advertising placements on both platforms affect advertising recall (i.e. linear vs. pre-roll)

Decipher Research (qualitative)

Key Findings:• An ad placement is almost 4

times more likely to be recalled unprompted when served in a pre-roll on the Yahoo! player alongside TV compared to TV only.

• An ad placement is almost 3 times more likely to be recalled unprompted when served in a pre-roll on the Yahoo! player compared to portals which insert pre-rolls before all content.

Recommendations – Push Advertising: Pre RollsAlthough respondents stated that pre-rolls were expected as part of the content, there was limited tolerance to poor executions.

Pre-rolls in itself were not considered an irritant, poor or poorly targeted ads were.

Interestingly no respondents reported that they would find addressable advertising intrusive.

Slow moving and abstract TV executions online tested particularly poorly, respondents were often unsure whether the advertising was a programme or an ad.

No respondent claimed they would be likely to stay and watch a post-roll ad.

The creative community will need to evolve significantly to deliver ads which are:

More explicit i.e. focus on the brand or product early in the creative.

Compelling – cutting and pasting poor ads from TV wont work.

“I don’t have a problem with ads, I just wasn’t sure whether that [Virgin Money ad

on 4oD] was an ad or the programme.”

Male Aged 25-34

“Stick around after the video’s finished waiting for an ad…? I’d just go onto

another video instead.”

Female Aged 18-24

Branded pages increased the audience’s expectation

Interestingly there was a higher expectation for a pre-roll ad before the content.

Respondents claimed that they were expecting the advertising as the content was being delivered within a branded area.

However animated banners were considered problematic as they distracted viewers from the video. “I was expecting the pre-roll because

it’s from a Toyota site.”

Male

Recommendations – The Role of Branded Pages