The intended and unintended effects of synced advertising: When persuasion knowledge could help or backfire

Claire M. Segijn, Eunah Kim, Garim Lee, Chloe Gansen, Sophie C. Boerman

Research output: Contribution to journalArticlepeer-review


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.

Original languageEnglish (US)
JournalInternational Journal of Research in Marketing
StateAccepted/In press - 2023

Bibliographical note

Funding Information:
The study is funded by the Grant-in-Aid from the Office of the Vice President for Research, University of Minnesota. The authors would like to thank LATIS and specifically Alicia Hofelich Mohr, Tom Lindsay, Pernu Menheer, David Olsen and Robert Wozniak, for their research support. Additionally, we would like to thank Maddie Robinson, Luckett Vanguard, Misha Shah, and Ebyan Abdulkadir for their help with coding of the data.

Publisher Copyright:
© 2023 The Authors


  • Engagement
  • Eye-tracking
  • Perceived surveillance
  • Persuasion knowledge
  • Synced advertising


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