Ad Effectiveness Case Study [Yahoo]
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Ad Effectiveness Case Study [Yahoo]

  • 803 views
Uploaded on

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
803
On Slideshare
803
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
4
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 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 RollsAlthough respondents stated that pre-rolls were expected as part of the content, there was limitedtolerance 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 PagesBranded 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 PagesBranded 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