Fuelling a campaign with the IAB using Strategic Consultancy & Implicit testing
We worked with the IAB to unpick and change perceptions of digital advertising.
Our consultancy blended implicit reaction time testing, semiotics and qual – wrapped in behavioral science – all the way from early stage exploration to test, launch and evaluation
With heaps of rational research into what advertisers think about digital but nothing about how it makes them feel, Walnut was the perfect fit for the IAB’s objective to get under the skin of these perceptions and understanding what stopped marketers loving digital advertising in the way we hypothesised they loved other channels.
As the project got underway the light-bulb moments came thick and fast, as Walnut’s team of semioticians and behavioural & neuro-science experts revealed some of the basic human needs that digital advertising was failing to meet, and shone a light on the language used about digital – often by us – which actually made marketers more uneasy about digital advertising, not love it more.
Cristina, Nick and the team always strive to be true partners with the IAB, willingly sharing their insights at an all-company meeting as well as presenting to other agency partners and to our members. They showed a genuine holistic interest in our organisation and industry, are eager to understand the broader challenges being faced, and as a result have become long-term, trusted partners that we will no doubt continue to work with for years to come.”
Tom Stevens, Head of Marketing at the IAB
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