TY - JOUR
T1 - The intended and unintended effects of synced advertising
T2 - When persuasion knowledge could help or backfire
AU - Segijn, Claire M.
AU - Kim, Eunah
AU - Lee, Garim
AU - Gansen, Chloe
AU - Boerman, Sophie C.
N1 - Publisher Copyright:
© 2023 The Authors
PY - 2024/3
Y1 - 2024/3
N2 - Developments in digital technologies have extended the abilities of marketers to collect, process, and share consumer data to optimize personalized messages across media in real time, a strategy known as synced advertising. Previous research has found promising effects related to synced advertising. At the same time, consumer knowledge appears to be low, and informing consumers could increase their critical attitudes towards synced ads. Our eye-tracking lab study (N = 163) showed that informing consumers on synced advertising helps them to understand and increase their knowledge about this new marketing strategy. Moreover, this strategy increases recall of the product mentioned on TV as well as perceived surveillance. Finally, we found that all participants closed the synced ad with an average of 6.5 s and fixated on it for an average of 1.3 s. This study contributes to the growing literature on synced advertising by empirically investigating the impact of consumer knowledge on the tensions and opportunities of this new marketing strategy.
AB - Developments in digital technologies have extended the abilities of marketers to collect, process, and share consumer data to optimize personalized messages across media in real time, a strategy known as synced advertising. Previous research has found promising effects related to synced advertising. At the same time, consumer knowledge appears to be low, and informing consumers could increase their critical attitudes towards synced ads. Our eye-tracking lab study (N = 163) showed that informing consumers on synced advertising helps them to understand and increase their knowledge about this new marketing strategy. Moreover, this strategy increases recall of the product mentioned on TV as well as perceived surveillance. Finally, we found that all participants closed the synced ad with an average of 6.5 s and fixated on it for an average of 1.3 s. This study contributes to the growing literature on synced advertising by empirically investigating the impact of consumer knowledge on the tensions and opportunities of this new marketing strategy.
KW - Engagement
KW - Eye-tracking
KW - Perceived surveillance
KW - Persuasion knowledge
KW - Synced advertising
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U2 - 10.1016/j.ijresmar.2023.07.001
DO - 10.1016/j.ijresmar.2023.07.001
M3 - Article
AN - SCOPUS:85168289507
SN - 0167-8116
VL - 41
SP - 156
EP - 169
JO - International Journal of Research in Marketing
JF - International Journal of Research in Marketing
IS - 1
ER -