Synced Advertising: Capturing the Attention of Multitasking Consumers

Presenter: Claire Segijn, Ph.D., Assistant Professor in Advertising at the Hubbard School of Journalism and Mass Communication, University of Minnesota

Using another screen while watching television has become a part of people’s daily routines. The multitasking consumer has been seen as a challenge for advertisers because of limited attention and decreased brand recall and recognition. Dr. Claire M. Segijn has been studying the impact of multiscreening on information processing and advertising since 2014. In her talk, she will focus on how to improve information processing and advertising effectiveness in a multi-media environment by discussing insights on synced advertising research. Synced advertising is a new form of personalized advertising in which advertisements are synchronized across media and devices in real-time. Dr. Segijn will discuss the challenges and opportunities of this new data driven advertising strategy related to consumer privacy and advertising effectiveness.



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