Effects of Multiple Exposures and Ad-Skipping Behavior on Recall of Health Messages on YouTubeTM

被引：5

作者：

Romberg, Alexa R. ^{[1
,2
]}

Tulsiani, Shreya ^{[1
]}

Kreslake, Jennifer M. ^{[1
]}

Miller Lo, Erin J. ^{[1
]}

Simard, Bethany ^{[1
]}

Rask, Amy ^{[3
]}

Arismendez, Shruthi V. ^{[3
]}

Vallone, Donna M. ^{[1
,2
,4
]}

Hair, Elizabeth C. ^{[1
,2
,4
]}

机构：

[1] Truth Initiat, Schroeder Inst, Washington, DC 20001 USA

[2] NYU, Coll Global Publ Hlth, 550 1St Ave, New York, NY 10012 USA

[3] MediaScience, Austin, TX 78753 USA

[4] Johns Hopkins Univ, Bloomberg Sch Publ Hlth, Dept Hlth Behav & Soc, Baltimore, MD 21205 USA

来源：

INTERNATIONAL JOURNAL OF ENVIRONMENTAL RESEARCH AND PUBLIC HEALTH | 2020年 / 17卷 / 22期

关键词：

outcome evaluation; adolescents; social marketing; health communications; tobacco control and policy; CAMPAIGN; ASSOCIATION; IMPACT;

D O I：

10.3390/ijerph17228427

中图分类号：

X [环境科学、安全科学];

学科分类号：

08 ; 0830 ;

摘要：

Although measuring exposure to public health messages is key to understanding campaign effectiveness, little is known about how exposure to and avoidance of digital ad messages may influence self-reported ad recall. A sample of 15-24-year-olds (n = 297) received a varying number of forced-view and skippable test ads across multiple simulated YouTube(TM) sessions. Each session was coded for whether the participant viewed the ad or skipped it. While a majority of participants recalled the test ad, the odds of ad recall did not vary by number of sessions (opportunities for exposure). Rather, ad recall was sensitive to the number of completed ad views such that odds of ad recall doubled for each additional time the ad was completely viewed. Findings suggest that public health digital message exposure and recall can be optimized with sufficient attention paid to the proportions of forced-view ads aired when aiming to reach younger audiences.

引用

页码：1 / 8

页数：8