Synced Advertising

Other projects: multiscreening | corporate surveillance

What is synced advertising? | Key publications | Proposed effects | Grants

What is synced advertising?

Synced advertising is a new form of personalized advertising where messaging is synchronized across media and devices to capture the attention of the multitasking consumer (Segijn, 2019). For example, when people watch TV and receive ads on their mobile device that are related to what is shown on TV at the same time.

This data driven message strategy synced advertising gains ground in the industry and first empirical research on the topic is promising. We find that the ads in both media receive more attention when they are synchronized than when they are placed in sequence (Segijn, Voorveld, & Vakeel, 2021). Also, we find that synced advertising is more effective on brand attitude than no exposure (Segijn & Voorveld, 2021). Furthermore, consumers see added value (e.g., provide one with new ideas) and convenience as benefits. However, privacy and creepiness as costs (Segijn & van Ooijen, 2022).

Furthermore, together with Dr. van Ooijen, we describe the different data collection techniques used to synchronize ads and consumers perceptions of these techniques. We find that they are all perceived as unacceptable and they all evoke the feelings if being watched (i.e. perceived surveillance). The older the generation the less acceptable the strategies are perceived (Segijn & van Ooijen, 2020).


Personalized advertising

Online Behavioral Advertising = personalization based on past online behavior

Synced Advertising = synchronizing media content in real time

(Source: Segijn & van Ooijen, 2020b)

Key publications

Segijn, C. M. (2019). A new mobile data driven message strategy called synced advertising: Conceptualization, implications, and future directions. Annals of the International Communication Association, 43 (1), 58-77. doi: 10.1080/23808985.2019.1576020

Segijn, C. M. & van Ooijen, I. (2020). Perceptions of techniques used to personalize messages across media in real time. Cyberpsychology, Behavior, and Social Networking, 23 (5), 329-337. doi:

Segijn, C. M. & Voorveld, H. A. M. (2021). A first step in unraveling synced advertising effectiveness. International Journal of Advertising, 40 (1). doi: 10.1080/02650487.2020.1778279

Segijn, C. M., Voorveld, H. A. M., & Vakeel, K. A. (2021). The role of ad
sequence and privacy concerns in personalized advertising: An eye-tracking study into synced
advertising. Journal of Advertising. doi:10.1080/00913367.2020.1870586

Segijn, C. M., Kim, E., Sifaoui, A., & Boerman, S. C. (2021). When realizing that Big Brother is watching you: The empowerment of the consumer through synced advertising literacy. Journal of Marketing Communications. doi: 10.1080/13527266.2021.2020149

Segijn, C. M., & van Ooijen, I. (2022). Differences in consumer knowledge and perceptions of personalized advertising: Comparing online behavioral advertising and synced advertising. Journal of Marketing Communications. Doi: 10.1080/13527266.2020.1857297 [open access]


Proposed Effects

Figure 1_framework synced advertising

(Source: Segijn, 2019, p. 72)



Click here for a list of all honors & awards

This project is sponsored by:

  • Emerging Scholar Research Grant (2021), Association for Education in Journalism and Mass Communication
  • EAA Research Grant (2020), European Advertising Academy
  • Grant-in-Aid of Research, Artistry, and Scholarship (2020). Office of the Vice President for Research, University of Minnesota
  • The AAA Research Fellowship Award (2019), American Academy of Advertising
  • International travel grant (2019), Global Programs and Strategy Alliance, University of Minnesota
  • The Emerging Scholar Research Grant (2018), Mobile Communication Interest Group of the International Communication Association


  • 1st place Top Paper Award, Special Topic ‘Emerging Technologies’ (August, 2020), Ad Division, Association for Education in Journalism and Mass Communication
  • Top Paper Nomination (June, 2019), International Conference on Research in Advertising