Assessing digital advertising exposure using a virtual experimental protocol. (June 2022)

• Record Type: Journal Article
• Authors: Cantrell, Jennifer; Bingenheimer, Jeffrey; Tulsiani, Shreya; Hair, Elizabeth; Vallone, Donna; Mills, Sarah; Gerard, Raquel; Evans, William D.
• Is Part Of: Digital health. Volume 8(2022)
• Publication Date: 2022-06
• Subjects: Health communications -- digital -- online -- behavior change -- smoking -- social media -- remote clinical trials -- prevention; Medical care -- Data processing -- Periodicals; Medical informatics -- Periodicals; 362.10285
• DOI: 10.1177/20552076221102260
• Languages: English
• ISSNs: 2055-2076

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 ( n = 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.