A first step in unraveling synced advertising effectiveness

Claire M. Segijn, Hilde A.M. Voorveld

Research output: Contribution to journalArticlepeer-review

Abstract

Technological developments and the rise of mobile devices have made it possible to deliver personalized messages to consumers based on their concurrent media usages in real time; this is known as synced advertising. Synced advertising is argued to be an effective personalized advertising strategy in a multi-media environment that will result in more positive brand attitudes compared to those arising from exposure to non-synced advertising. The aim of this research was to examine the effect of synced advertising on brand attitudes. An online experiment (N = 119) and a lab experiment (N = 107) showed that synced advertising resulted in more positive brand attitudes than when users had no exposure to the brand. However, we did not find any differences in brand attitudes depending on having a tablet ad shown before, simultaneous to, or after a TV commercial for the same brand. Thus, the results show that synchronizing ads with a short delay is as effective as synchronizing ads in real time.

Original languageEnglish (US)
Pages (from-to)124-143
Number of pages20
JournalInternational Journal of Advertising
Volume40
Issue number1
DOIs
StatePublished - 2021

Bibliographical note

Funding Information:
Study 1 of this research was supported by the Emerging Scholar Research Grant of the Mobile Communication Interest Group of the International Communication Association. Study 2 of this research is part of a bigger project supported by the American Academy of Advertising Research Fellowship Award. The authors wants to thank the Liberal Arts Technologies and Innovation Services unit and specifically Andy Sell and Michael J. Beckstrand for their support in data collection in study 1 and Pernu Menheer for support in data collection in study 2. They would also like to thank Meng Yang for her assistance in the lab.

Publisher Copyright:
© 2020 Advertising Association.

Keywords

  • Synced advertising
  • brand attitude
  • mobile
  • personalization
  • television

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