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EMAC 2024 Annual


The Underlying Mechanism of the Effect of Syncing Ads with Brand Placement on Brand Attitude: The Mediating Role of Processing Fluency
(A2024-119436)

Published: May 28, 2024

AUTHORS

Shikhar Bhaskar, University of Plymouth; Rob Angell, University of Southampton

ABSTRACT

Synced advertising is a digital advertising strategy that real-time media behaviour of consumers to deliver ads on multiple devices at the same time. This study examines synced ads effects in the context of implicit form of advertising, i.e., brand placement. We investigate the facilitator of the effect of syncing mobile banner ads with brand placement on brand attitude. In two separate experiments a lab study (N=96) and an online experiment (N=136) – we showed that people who receive a synced banner ad (same brand) with the brand placement have more positive brand attitude via higher processing fluency than receiving a non-synced ad (different brand). The current study’s result improves the understanding of synced ads by providing an explanation of attitudinal effects of synced ads. Furthermore, this study is unique because it examines brand placement and personalised digital ads from the integrated marketing communication perspective which has not been studied earlier.