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Assessing digital advertising exposure using a virtual experimental protocol.

Jennifer Cantrell1, Jeffrey Bingenheimer2, Shreya Tulsiani3

  • 1Department of Social and Behavioral Sciences, School of Global Public Health, New York University, New York, NY, USA.

Digital Health
|June 9, 2022
PubMed
Summary
This summary is machine-generated.

A virtual experiment shows five digital ad exposures over two weeks best improve ad recognition. More exposures may be needed for message recall in online public education campaigns.

Keywords:
Health communicationsbehavior changedigitalonlinepreventionremote clinical trialssmokingsocial media

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Area of Science:

  • Digital Health Communication
  • Public Health Campaigns
  • Advertising Research

Background:

  • Online public education campaigns are increasing, necessitating research into digital advertising's impact on individual outcomes.
  • Understanding dose-response effects of digital ads is crucial for effective campaign design.

Purpose of the Study:

  • To develop a virtual experimental protocol for assessing dose-response effects of digital video ads on campaign outcomes.
  • To evaluate individual-level exposure effects in a naturalistic online browsing environment.

Main Methods:

  • Young adults (n=221) participated in a 2-week study using a mock YouTube mobile app.
  • Participants were randomized to receive 0-6 non-skippable digital video ad exposures from an e-cigarette prevention campaign.
  • Outcomes included self-reported ad recognition, exposure frequency, and message knowledge.

Main Results:

  • A virtual protocol effectively evaluated digital advertising dose-response effects.
  • Five digital ad exposures over two weeks yielded the highest ad recognition.
  • Increased exposure levels might be necessary for enhanced message knowledge and content effects.

Conclusions:

  • The virtual protocol can be adapted to study various digital advertising effects on knowledge, attitudes, and beliefs.
  • Findings provide evidence for optimal digital exposure levels in public health campaigns.