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

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...