1. 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

2. 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.

3. 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)

4. 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.

5. Recommendations – Push Advertising: Pre Rolls
Although respondents stated that pre-rolls were expected as part of the content, there was limited
tolerance to poor executions.
“Stick around after the video’s finished
 Pre-rolls in itself were not considered an irritant, poor waiting for an ad…? I’d just go onto
or poorly targeted ads were. another video instead.”
 Interestingly no respondents reported that they Female Aged 18-24
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 “I don’t have a problem with ads, I just
product early in the creative. wasn’t sure whether that [Virgin Money ad
on 4oD] was an ad or the programme.”
 Compelling – cutting and pasting poor Male Aged 25-34
ads from TV wont work.

6. Recommendations – The Role of Branded Pages
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

7. Recommendations – The Role of Branded Pages
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