Abstract

Synced advertising is a relatively new strategy in which ads are personalized based on concurrent media usage. The aim of this study was to explore whether the sequence in which TV commercials and tablet ads were shown in synced advertising affected consumers’ memory and attention toward advertisements in both media. Because of public debate about privacy concerns related to personalized advertising, we examined the moderating role of consumers’ privacy concerns as a personal factor. An eye-tracking experiment (N = 118) showed that, overall, synchronizing ads across media results in the most favorable cognitive responses. The placement of a tablet ad simultaneous to (versus before or after) a TV commercial for the same brand resulted in the most attention toward both ads. However, consumers with higher (versus lower) privacy concerns paid less attention to the tablet ad when it was shown simultaneously with the TV commercial, compared to consumers with lower privacy concerns. The results show that synced advertising is a promising personalized advertising strategy for the industry but at the same time it might be less effective for people with higher privacy concerns.

摘要

同步广告是一种相对较新的策略，其中，根据并发媒体使用情况对广告进行个性化设置。这项研究的目的是探讨在同步广告中显示电视广告和平板电脑广告的顺序是否会影响消费者对两种媒体广告的记忆力和注意力。由于有关与个性化广告有关的隐私问题的公开辩论，我们研究了消费者隐私问题作为个人因素的调节作用。眼动实验（N = 118）表明，总体而言，跨媒体同步广告会产生最有利的认知反应。在同一个品牌的电视广告同时（相对于电视广告之前或之后）放置平板电脑广告导致对这两个广告的关注最多。但是，与隐私权保护较低的消费者相比，隐私权保护较高（相对较低）的消费者在平板广告与电视广告同时播放时对平板广告的关注较少。结果表明，同步广告是该行业一种有前途的个性化广告策略，但与此同时，对于具有更高隐私关注度的人们而言，同步广告的效果可能会更低。