Awareness and Perceived Appropriateness of Synced Advertising in Dutch Adults
Open accessAbstract
This study provides insight into Dutch adults’ awareness and perceptions of cross-media personalized advertising with a focus on synced advertising (SA). A survey among a representative sample of the Dutch population (N = 1,994) shows that the majority of people (>70%) are familiar with the collection, use, and sharing of information about their media behavior. People are less familiar with SA, which involves presenting targeted ads to consumers based on their current media behavior. Less than half of our sample (45%) were familiar with SA, and only 29% had ever experienced SA. The majority (75%) found SA (very) inappropriate. Moreover, our results showed that adults with low conspiracy mentality, those not concerned about their privacy, older adults, less-educated adults, and women are less aware of the collection, use, and sharing of media behavior and are less familiar with SA, and thus could benefit from literacy interventions to improve their understanding and resilience.
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Consumer awareness of synced advertising is low.
“However, consumer awareness of synced advertising is low (Boerman and Segijn 2022;Segijn and van Ooijen 2021).”
From The Role of Perceived Surveillance and Privacy Cynicism in Effects of Multiple Synced Advertising Exposures on Brand Attitude (2024) · cites this paper as Boerman and Segijn 2022
Consumers have limited knowledge of synced advertising.
“This research is important because consumers have limited knowledge of synced advertising (Boerman and Segijn 2022;Segijn and van Ooijen 2021), and multiple synced advertising exposures might be crucial for generating awareness of this strategy and evoking consumer responses, such as brand attitudes.”
From The Role of Perceived Surveillance and Privacy Cynicism in Effects of Multiple Synced Advertising Exposures on Brand Attitude (2024) · cites this paper as Boerman and Segijn 2022
Cites
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Friestad, M., & Wright, P. (1994) · Journal of Consumer Research · doi:10.1086/209380 · Cited by 3,811 · cited 3× · see citing works
“How people respond to and cope with advertising depends on their knowledge of the persuasion tactics used in advertising (Friestad and Wright 1994).”
BackgroundInfluentialBruder, M., Haffke, P., Neave, N., Nouripanah, N., & Imhoff, R. (2013) · Frontiers in Psychology · doi:10.3389/fpsyg.2013.00225 · Cited by 1,049 · cited 1× · see citing works
“First, we introduce a person’s generic beliefs in conspiracy theories—or conspiracy mentality (Bruder et al. 2013)—as a likely influential characteristic.”
Boerman, S. C., Kruikemeier, S., & Bol, N. (2021) · Computers in Human Behavior Reports · doi:10.1016/j.chbr.2021.100144 · Cited by 80 · cited 1× · see citing works
“Prior research has shown that when people are asked about their perceptions, they find personalized advertising (Boerman, Kruikemeier, and Bol 2021) and the various personalization techniques that enable SA (Segijn and Van Ooijen 2020) unacceptable.”
BackgroundSelf-citationKruikemeier, S., Boerman, S. C., & Bol, N. (2020) · Media Psychology · doi:10.1080/15213269.2019.1598434 · Cited by 54 · see citing works
Self-citationPerceptions of Techniques Used to Personalize Messages Across Media in Real Time
Segijn, C. M., & van Ooijen, I. (2020) · Cyberpsychology, Behavior, and Social Networking · doi:10.1089/cyber.2019.0682 · Cited by 48 · see citing works
Self-citationThe perceived surveillance of conversations through smart devices
Frick, N. R. J., Wilms, K. L., Brachten, F., Hetjens, T., Stieglitz, S., & Ross, B. (2021) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2021.101046 · Cited by 48 · see citing works
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Segijn, C. M., Kim, E., & van Ooijen, I. (2024) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.2024.2318711 · Cited by 16 · see citing works
“…collection techniques (Smit, Van Noort, and Voorveld 2014) and personalized message strategies, such as online behavioral advertising (McDonald and Cranor 2010; Nill and Aalberts 2014; Smit, Van Noort, and Voorveld 2014) and synced advertising (Boerman and Segijn 2022; Segijn and van Ooijen 2021).”
Self-citation
- Authors
- Boerman, S. C., & Segijn, C. M.
- Affiliations
- University of Amsterdam (NL)
- University of Minnesota (US)
- Corresponding author
- Boerman, Sophie C.
- Venue
- Journal of Interactive Advertising
- Publisher
- Informa UK Limited
- Published
- 2022-04-29
- Volume
- 22
- Issue
- 2
- Pages
- 187-194
- ISSN
- 1525-2019 (ISSN-L)
- OpenAlex
- W4225087058
- Cited by
- 17
- References
- 6
- Citations by year
- 2026: 2 · 2025: 7 · 2024: 2 · 2023: 4 · 2022: 2
- FWCI
- 5.40
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- Journal of Interactive Advertising (publishedVersion, cc-by-nc-nd)
- Socio-Environmental Systems Modeling (acceptedVersion, cc-by-nc-nd)
- UvA-DARE (University of Amsterdam) (submittedVersion, cc-by-nc-nd)
- Data Archiving and Networked Services (DANS) (submittedVersion, other-oa)
- Data Archiving and Networked Services (DANS) (submittedVersion, cc-by-nc-nd)
- Funders
- Amsterdam School of Communication Research and by the RPA Communication and its Digital Communication Methods Lab
- Topics
- Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Keywords
- targeted advertising, consumer awareness, perceived appropriateness, privacy concerns, conspiracy mentality, digital literacy, older adults, gender differences, educational attainment, Dutch adults
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