Does Digital Video Advertising Increase Population-Level Reach of Multimedia Campaigns? Evidence From the 2013 Tips From Former Smokers Campaign
| Autor: | Paul Shafer, Robert Rodes, Caryn Coln, Kevin C. Davis, Annice Kim, Diane Beistle, Heather Hansen, Deesha Patel |
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| Rok vydání: | 2016 |
| Předmět: |
Male
020205 medical informatics Population level Cost-Benefit Analysis 02 engineering and technology computer.software_genre 0302 clinical medicine Advertising Surveys and Questionnaires 0202 electrical engineering electronic engineering information engineering 030212 general & internal medicine Health Education education.field_of_study digital advertising Multimedia Digital video Awareness Middle Aged social marketing Female Television The Internet Public Health Adult Adolescent Population Health Informatics Context (language use) Health Promotion smoking television advertising Odds Young Adult 03 medical and health sciences Humans Social media Mass Media education Original Paper business.industry Former Smoker United States health campaigns Logistic Models Multivariate Analysis Smoking Cessation business Social Media computer |
| Zdroj: | Journal of Medical Internet Research |
| ISSN: | 1438-8871 |
| DOI: | 10.2196/jmir.5683 |
| Popis: | Background: Federal and state public health agencies in the United States are increasingly using digital advertising and social media to promote messages from broader multimedia campaigns. However, little evidence exists on population-level campaign awareness and relative cost efficiencies of digital advertising in the context of a comprehensive public health education campaign. Objective: Our objective was to compare the impact of increased doses of digital video and television advertising from the 2013 Tips From Former Smokers (Tips) campaign on overall campaign awareness at the population level. We also compared the relative cost efficiencies across these media platforms. Methods: We used data from a large national online survey of approximately 15,000 US smokers conducted in 2013 immediately after the conclusion of the 2013 Tips campaign. These data were used to compare the effects of variation in media dose of digital video and television advertising on population-level awareness of the Tips campaign. We implemented higher doses of digital video among selected media markets and randomly selected other markets to receive similar higher doses of television ads. Multivariate logistic regressions estimated the odds of overall campaign awareness via digital or television format as a function of higher-dose media in each market area. All statistical tests used the .05 threshold for statistical significance and the .10 level for marginal nonsignificance. We used adjusted advertising costs for the additional doses of digital and television advertising to compare the cost efficiencies of digital and television advertising on the basis of costs per percentage point of population awareness generated. Results: Higher-dose digital video advertising was associated with 94% increased odds of awareness of any ad online relative to standard-dose markets (P |
| Databáze: | OpenAIRE |
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