A new mobile data driven message strategy called synced advertising: Conceptualization, implications, and future directions
Abstract
Mobile devices have become ingrained in people’s lives. They facilitate data collection and are often combined with other media simultaneously. Synced advertising is a new strategy in this hybrid media environment that makes use of personalized advertising based on people’s current media use. Despite its frequent use in the industry, work is needed to understand how this mobile message strategy works. First, this article conceptualizes the phenomenon of synced advertising and describes a set of implications for theory and practice. Second, the article reviews and synthesizes existing theories in related fields. Finally, the article builds on these theories by formulating propositions to guide future research. The work is relevant to different domains, such as advertising, health communication, and political communication.
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Perceived surveillance may mediate the effects on affective and behavioral responses to personalized communication.
“or to mediate the effects on affective (e.g., attitudes) and behavioral (e.g., click-through rates) responses to personalized communication (Segijn, 2019).”
From The validation of the Perceived Surveillance Scale (2022) · cites this paper as Segijn, 2019
The accuracy trade-off states that effectiveness of synced advertising depends on balancing the number of synced advertising exposures without raising concerns or costs related to privacy (e.g., perceived surveillance).
“The accuracy trade-off states that effectiveness of synced advertising depends on balancing the number of synced advertising exposures without raising concerns or costs related to privacy (e.g., perceived surveillance).”
From The Role of Perceived Surveillance and Privacy Cynicism in Effects of Multiple Synced Advertising Exposures on Brand Attitude (2024) · cites this paper as Segijn 2019
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“Speci fi - cally, awareness of the persuasive intent can increase resistance to the persuasive message (Fransen et al., 2015; Friestad & Wright, 1994), which in turn leads to more negative message e ff ects for the sender of the message.”
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“According to the dual-channel paradigm, people have di ff erent sensory channels to process information of di ff erent modalities (Baddeley, 1997; Paivio, 1986; Wickens, 2002).”
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“For example, information introduced (e.g. change of scene, sudden sound, appearing banner) could attract attention through orienting responses (Lang, 2000; Lang, Geiger, Strickwerda, & Sumner, 1993).”
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“Especially the social media platform Twitter can be used for its timeliness (Voorveld, van Noort, Muntinga, & Bronner, 2018).”
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Perceptions 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 validation of the Perceived Surveillance Scale
Segijn, C. M., Opree, S. J., & Van Ooijen, I. (2022) · Cyberpsychology: Journal of Psychosocial Research on Cyberspace · doi:10.5817/cp2022-3-9 · Cited by 41 · see citing works
Self-citationSegijn, 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
“Moreover, these technologies have enabled personalizing advertising across media in real time based on consumers’ offline media behavior, which is known as synced advertising (Segijn 2019).”
InfluentialSelf-citation
- Authors
- Segijn, C. M.
- Affiliations
- University of Minnesota (US)
- Corresponding author
- Segijn, Claire M.
- ORCID
- Segijn, Claire M.
- Venue
- Annals of the International Communication Association
- Publisher
- Oxford University Press (OUP)
- Published
- 2019-01-02
- Volume
- 43
- Issue
- 1
- Pages
- 58-77
- ISSN
- 2380-8977 (ISSN-L)
- 2380-8985
- OpenAlex
- W2914638796
- Cited by
- 27
- References
- 8
- Citations by year
- 2026: 1 · 2025: 2 · 2024: 2 · 2023: 7 · 2022: 5 · 2021: 5 · 2020: 5
- FWCI
- 4.92
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Annals of the International Communication Association (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Communication › Advertising and Communication Studies
- Keywords
- mobile advertising, personalized advertising, hybrid media environment, mobile devices, media use, advertising message strategy, health communication, political communication
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