Claire M Segijn

University of Minnesota | UMN · Hubbard School of Journalism and Mass Communication

Multiscreening, the simultaneous usage of multiple screens, is a relatively understudied phenomenon that may have a large impact on media effects. First, we explored people's viewing behavior while multiscreening by means of an eye-tracker. Second, we examined people's reporting of attention, by comparing eye-tracker and self-reported attention mea...

Multiscreening has become part of people’s daily routines. Simultaneously, it has received increased attention by adverting scholars. In order to advance the field of multiscreening and advertising, and to provide practical guidelines for practitioners, the current study synthesizes the results of previous research in a meta-analysis. The results s...

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 in which TV commercials and tablet ads were shown in synced advertising affected consumers’ memory and attention toward advertisements in both media. Because of public debate about...

Due to technological advancements, an increasing number of messages are personalized through different sophisticated techniques, such as online behavioural advertising (OBA) and synced advertising (SA). Considering the increasing number of different types of personalization strategies that can be applied for personalization, the question rises whet...

The use of multiple screens, also known as multiscreening, is assumed to have detrimental consequences for advertising outcomes. However, many people are engaging in this form of media multitasking on a daily basis. Therefore, it is important to focus on how to improve the effectiveness of advertisements when multiscreening. The aim of this study i...

Technology has allowed the creation of granular-level data that can provide detailed insights and analysis on consumers. This level of data allows marketers and advertisers to make better-informed decisions about their target consumers and tailor their strategies to specific customer segments. With an online experiment (N = 236), we examined how in...

People report receiving ads on their mobile device that are seemingly related to previous offline conversations (i.e., conversation-related advertising). They may think that this is because their electronic devices are eavesdropping (i.e., e-eavesdropping). To gain insights into the scope and characteristics of conversation-related advertising and...

It is increasingly common to use entertainment media simultaneously with other content or devices, such as watching TV while using a smartphone. This practice—referred to as media multitasking—affects how people interact with entertainment content. To get a better understanding of the phenomenon, the current chapter provides an overview of the medi...

Valid and reliable measurement of media and communication exposure is crucial for communication science, psychology, political science, sociology, pedagogy, economics, and law, and the practitioners in media, communication, and information. At the same time, this is a wicked problem for which there are no simple solutions. That was never the case,...

Technological advancements have made it possible to personalize advertising messages across media in real time based on consumers’ offline media behavior (i.e., synced advertising). This is thought to positively influence consumers’ brand attitudes. However, consumers encountering multiple synced advertising exposures could decrease the strategy’s...

Scrolling through a social media newsfeed has become almost ubiquitous. Yet, it remains unknown what specific post elements people pay attention to and whether this varies depending on how they access social media newsfeeds. In an eye-tracking experiment among university students (N = 201), we compare user attention to specific post elements like s...

Technological advancements have resulted in the availability and usage of consumer data for digital advertising. This so-called reality of dataveillance may result in unintended ethical side-effects, such as chilling effects that involve self-regulation of media usage as a response to surveillance practices. The current study utilizes a two-step ap...

Individual data used by companies contribute to perceptions of corporate surveillance among media users, who may respond to them by inhibition of legitimate behaviors, the so-called chilling effects. We investigated how media users respond to corporate surveillance by studying chilling effects, focusing on TV consumption and related media multitask...

With exponential technology advancement and innovation, consumers can now receive synchronized advertising across media simultaneously. However, programmatic advertising technologies allow many brands, including competing brands, to be synchronized across media. Based on the concept of repetition from the multilayered concept of relatedness, this r...

This study examines the impact of brand match vs. mismatch in synced advertising on perceived surveillance and subsequent advertising avoidance. Synced advertising is an advanced strategy in which persuasive messages are targeted to consumers based on their real-time media consumption. Results showed no significant difference between brand match an...

Technological developments have changed the advertising landscape by extending the possibilities to collect, process, and share consumer data to optimize advertising. These developments have made data collection and consequently dataveillance—the automated, continuous, and sometimes unspecific collection, storage, and processing of digital traces—c...

Infrastructure and technological advancements mark a change in the nature and the extent of surveillance practices, which have become central in the advertising landscape. These new developments come with their own ethical ramifications for the industry, consumers, and regulators. The current article reviews the current state of advertising ethics...

Data-driven practices, such as personalized communication, computational advertising, and algorithmic decision making, are now commonplace. However, they have been criticized for (mis)uses of personal data and invasions of people's privacy. Recently, scholars have started to examine the concept of perceived surveillance to obtain more insight into...

Companies collect and process media users’ personal data for automated decision-making or personalized communication. When individuals perceive corporate surveillance, it could contribute to their self-censorship practices, such as using less media or using media differently. This study aims to understand why people decide to self-regulate their me...

This study provides insight into Dutch adults’ awareness and perceptions of cross-media personalized advertising with a focus on synced advertising (SA). A survey among a representative sample of the Dutch population (N = 1,994) shows that the majority of people (>70%) are familiar with the collection, use, and sharing of information about their me...

In the era of data-driven communication, managing one’s online privacy is a necessary, yet burdensome challenge. While individuals have concerns about firms’ data collection practices, they sometimes appear to disclose personal information for relatively small rewards. We demonstrate that privacy cynicism—an attitude toward privacy protection chara...

New personalization technologies have made it possible to deliver personalized messages to consumers based on their offline media usage in real time, which is known as synced advertising. These developments go hand-in-hand with a rise in concerns related to consumers’ privacy. The aim of this study is to examine the effects of increasing consumer k...

Despite the increasing presence of advertising on social media, research looking into the relative effects of social media ads is limited and highly dependent on either self-report or basic engagement metrics (e.g., likes). Our understanding of social media advertising is further complicated by (1) constantly changing advertising strategies, such a...

p>Through various online activities, individuals produce large amounts of data that are collected by companies for the purpose of providing users with personalized communication. In the light of this mass collection of personal data, the transparency and control paradigm for personalized communication has led to increased attention of legislators a...

Through various online activities, individuals produce large amounts of data that are collected by companies for the purpose of providing users with personalized communication. In the light of this mass collection of personal data, the transparency and control paradigm for personalized communication has led to increased attention from legislators a...

Multiscreening (using a device like a smartphone while watching TV) is pervasive and may have beneficial and detrimental consequences for informed citizenship. This national survey (N = 847) examines how multiscreening during debates and TV news during the 2016 U.S. presidential campaign was related to political learning. Multiscreening was associa...

Computational advertising (CA) is a rapidly growing field, but there are numerous challenges related to measuring its effectiveness. Some of these are classic challenges where CA offers a new aspect to the challenge (e.g., multi-touch attribution, bias), and some are brand-new challenges created by CA (e.g., fake data and ad fraud, creeping out cus...

Computational advertising (CA) is a rapidly growing field, but there are numerous challenges related to measuring its effectiveness. Some of these are classic challenges where CA offers a new aspect to the challenge (e.g., multi touch attribution, bias), and some are brand new challenges created by CA (e.g., fake data and ad fraud, creeping out cus...

Technological developments and the rise of mobile devices have made it possible to deliver personalized messages to consumers based on their concurrent media usages in real time; this is known as synced advertising. Synced advertising is argued to be an effective personalized advertising strategy in a multi-media environment that will result in mor...

The amount of online messages that are personalized based on people's characteristics and interests is growing. Due to technological advancements, it has become possible to personalize messages across media in real time. However, little is known about people's perceptions of these different personalization techniques, while this can have important...

Online reviews can play a significant role in consumer decision-making processes. Previous research has focused on investigating the effects of different review elements, such as valence or volume, on sales rank and perceived helpfulness. However, very little is known about how consumers actually attend to and process reviews. Moreover, reviews exi...

The aim of the study was to deepen our understanding of how related multiscreening affects audience memory and persuasion. A survey was administered after a live television show. The results showed that the higher the perceived relatedness of the multi-screen activity, the more persuasive the message. This effect was mediated by subsequent attentio...

Purpose The purpose of this paper is to explore the interrelationship between television (TV) consumption (viewing ratings), engagement behaviors of different actors on Twitter (TV programs, media, celebrities and viewers) and the content of engagement behaviors (affective, program-related and social content). Design/methodology/approach TV rating...

Using another media screen while watching television has become a part of people’s daily routines. The topic of multiscreening has thus received increased attention from advertising scholars in recent years. To gain a better theoretical understanding of the circumstances under which multiscreening effects occur and to offer practical guidelines to...

Media multitasking (MMT) is now a common way to engage with media. Flexibility in devices and content allow people to actively manage their attention but also to become distracted from their original goals. Advertising messages are commonly delivered within this environment, yet much advertising research still studies advertising under full attenti...

Media multitasking has been receiving increased attention from communication scholars as well as scholar in other fields, with studies focusing on the prevalence, predictors, behavior, and effects. Several recent papers have provided overviews of findings from media multitasking research, or provided frameworks to help researchers think about conce...

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...

Statistics about the prevalence of media multitasking differ in stating that this behavior entails 20%-50% of our media time. An explanation of these differences could be the country of research. Previous crosscountry studies have found that media multitasking was most prevalent in the United States and the least prevalent in the Netherlands. The c...

Multiscreening has been shown to affect consumers' brand attitudes and their memory of advertisements. However, little is known about the prevalence of using multiple screens simultaneously. The aim of this study is to provide insight into multiscreening by examining its prevalence, the composition of screens, and who is likely to multiscreen. A di...

People are increasingly combining multiple media simultaneously (e.g., checking Facebook while watching television, listening to the radio while reading). Simultaneously using multiple media with different screens, audio sources, and content is referred to as media multitasking (Chinchanachokchai et al., 2015; Ophir et al., 2009; Voorveld, Segijn,...

Today, people have access to a variety of screens, such as a television, laptop, smartphone, and tablet. Screen saturation and the convergence of these technologies have led to an increase in combining different screens simultaneously, also known as multiscreening. Even though distractions in the form of different screens are ever present, it is st...

Today, people have access to a variety of screens, such as a television, laptop, smartphone, and tablet. Screen saturation and the convergence of these technologies have led to an increase in combining different screens simultaneously, also known as multiscreening. Even though distractions in the form of different screens are ever present, it is st...

Multiscreening, a relatively new form of media multitasking in which people use multiple screens simultaneously, has implications for the effects of persuasive messages due to limited cognitive capacities of people and concurrent modalities of the screens (i.e., both visual). The aim of the study is to examine underlying mechanisms (i.e., recogniti...

This study explores how members of high and low status groups are portrayed on Dutch television. In a content analysis containing five weeks of Dutch non-fiction programs were studied. The results show that members of the low status groups – women and ethnic minorities–are underrepresented in comparison to their higher status counterpart, men and w...

This study provides insight into the prevalence and predictors of different forms of media multitasking across different countries. Results of a survey of 5,973 participants from six countries (the United States, the UnitedKingdom, Germany, the Netherlands, Spain, and France) demonstrated that media multitasking is most common in the United States...

This study explores how members of high and low status groups are portrayed on Dutch television. In a content analysis containing five weeks of Dutch non-fiction programs were studied. The results show that members of the low status groups women and ethnic minorities are underrepresented in comparison to their higher status counterpart, men and whi...