A new mobile data driven message strategy called synced advertising: Conceptualization, implications, and future directions

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.