The Role of Ad Sequence and Privacy Concerns in Personalized Advertising: An Eye-Tracking Study into Synced Advertising Effects
نویسندگان
چکیده
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 TV commercials and tablet were shown synced affected consumers’ memory attention toward advertisements both media. Because public debate about privacy concerns related advertising, we examined moderating role as personal factor. An eye-tracking experiment (N = 118) showed that, overall, synchronizing across results most favorable cognitive responses. placement ad simultaneous (versus before or after) commercial for same brand resulted ads. However, consumers with higher lower) paid less when it simultaneously commercial, compared lower concerns. show that promising industry but at time might be effective people
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ژورنال
عنوان ژورنال: Journal of Advertising
سال: 2021
ISSN: ['0091-3367', '1557-7805']
DOI: https://doi.org/10.1080/00913367.2020.1870586