Claire Segijn and Hilde Voorveld received an award in the 2018-2019 American Academy of Advertising Research Fellowship Competition. The research proposal is titled Synced Advertising: A New Effective Advertising Strategy?” Synced advertising is part of the trend of sending individually targeted persuasive messages. This strategy differs from other strategies, such as online behavioral advertising, because the targeted messages are based on people’s current (vs. past) media behavior.
By means of commercial watermarking, tracking Twitter hashtags of popular TV shows or advanced audience segmentation techniques, it is possible to sync the advertisements on mobile devices with other media content. The aim of the proposed study is to examine the effect of synced advertising on attention, cognitive, affective, and behavioral outcomes.