ABSTRACT 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.

中文翻译：

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一种称为同步广告的新移动数据驱动消息策略：概念化、影响和未来方向

摘要 移动设备已经在人们的生活中根深蒂固。它们促进数据收集，并且经常与其他媒体同时结合。同步广告是这种混合媒体环境中的一种新策略，它利用基于人们当前媒体使用情况的个性化广告。尽管它在行业中经常使用，但仍需要努力了解这种移动消息策略的工作原理。首先，本文将同步广告的现象概念化，并描述了对理论和实践的一系列影响。其次，文章回顾和综合了相关领域的现有理论。最后，本文以这些理论为基础，提出了指导未来研究的命题。这项工作与不同领域相关，例如广告、健康传播和政治传播。