One of the objectives of the IAB's RealView study was to understand which types of ads successfully cut through and why. In order to investigate this we worked with a semiotics and cultural insight agency called Sign Salad.
RealView Study participants were asked to record, via a smartphone app (called Mobile Aquarium), when they were exposed to advertising or messages that resonated with them in relation to a product that they were thinking of buying. We shared these ads with a semiotics experts from Sign Salad who analysed why these particular messages cut through out of the hundreds of ads that consumers are exposed to everyday.
This publication looks at the ads from the low, medium and high category and what we can from learn from Semiotics about why they resonated with consumers.