Assessing Digital Advertising Exposure Using a Virtual Experimental Protocol

Overview

Journal Digit Health

Specialty Medical Informatics

Date 2022 Jun 9

PMID 35677782

Authors

Jennifer Cantrell

Jeffrey Bingenheimer

Shreya Tulsiani

Elizabeth Hair

Donna Vallone

Sarah Mills

Raquel Gerard

William D Evans

Affiliations

Soon will be listed here.

Abstract

Introduction: The rapid increase in online public education campaigns underscores the need for a better understanding of the effects of exposure to digital advertising and targeted individual-level outcomes. The goal of this study is to develop a virtual experimental protocol to evaluate the dose-response effects of individual-level exposure to digital video ads on campaign outcomes in a naturalistic online browsing context.

Methods: Young adults aged 18-24 years ( = 221) completed three 5 min viewing sessions on a realistic mock-up of the YouTube mobile app over a period of 2 weeks, followed by a 10-min survey after the third session. Participants were randomized to view between 0 and 6 exposures of ads from an e-cigarette prevention campaign; respondents viewed a total of 2 ads per session, with 0 to 2 of those ads being non-skippable digital video ads from the campaign and/or a dummy ad. The video ads played prior to short YouTube videos. Outcomes measured were self-reported ad recognition, frequency of ad exposure, and main message knowledge.

Results: This study demonstrates a rapidly accessible virtual experimental protocol for evaluating the dose-response effects of digital advertising and individual-level outcomes. Five digital exposures of non-skippable video ads delivered via this platform over a 2-week period generated the highest ad recognition when there were up to six exposures. Higher exposure levels may be needed for message knowledge and ad-content-related effects.

Conclusion: This protocol can be extended to investigate dose-response effects and mechanisms of action of individual-level exposure to digital advertising for multiple campaign outcomes, including changes in knowledge, attitudes, and beliefs. Findings can inform evidence for adequate levels of digital exposure in public education campaigns.

Citing Articles

Digital Media for Behavior Change: Review of an Emerging Field of Study.

Evans W, Abroms L, Broniatowski D, Napolitano M, Arnold J, Ichimiya M Int J Environ Res Public Health. 2022; 19(15).

PMID: 35897494 PMC: 9331057. DOI: 10.3390/ijerph19159129.

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