ArticleJournal of medical Internet research2016
Does Digital Video Advertising Increase Population-Level Reach of Multimedia Campaigns? Evidence From the 2013 Tips From Former Smokers Campaign.
Article in Journal of medical Internet research, 2016. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 22 papers, 1 of them a synthesis that pooled it.
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Who cites it
22 citing papers in PubMed, 1 synthesis or guideline pooled it, 48 citations in OpenAlex.
- The Measurement of Dose and Response for Smoking Behavior Change Interventions in the Digital Age: Systematic Review.Journal of medical Internet research · 2022Pooled it
- Trial
- Production of a Health Awareness Video on Precautionary Measures Against Respiratory Infectious Diseases for Public Transportation Drivers: Protocol for a Scoping Review, a Delphi Study, and a Randomized Controlled Trial.JMIR research protocols · 2026Article
- Disparities in children's sports participation and food advertising exposure in amateur sports settings in Canada.Health promotion international · 2025Article
- Youth Tobacco Control in the Digital Age: Impact of South Carolina's Youth Tobacco Education and Vaping Cessation Social Media Programs.International journal of environmental research and public health · 2025Article
- Risk Perception and Knowledge Following a Social Game-Based Tobacco Prevention Program for Adolescents: Pilot Randomized Comparative Trial.JMIR serious games · 2024Article
- The Validity of Impressions as a Media Dose Metric in a Tobacco Public Education Campaign Evaluation: Observational Study.Journal of medical Internet research · 2024Observational
- Evaluation of the "We Can Do This" Campaign Paid Media and COVID-19 Vaccination Uptake, United States, December 2020-January 2022.Journal of health communication · 2023Article
- Article
- Reach, Receptivity, And Beliefs Associated With theAmerican journal of health promotion : AJHP · 2022Article
- Article
- Review of Evaluation Metrics Used in Digital and Traditional Tobacco Control Campaigns.Journal of medical Internet research · 2020Review
- E-cigarette Marketing Regulations and Youth Vaping: Cross-Sectional Surveys, 2017-2019.Pediatrics · 2020Article
- Impact of The Real Cost Media Campaign on Youth Smoking Initiation.American journal of preventive medicine · 2019Article
- Generating Engagement on the Make Healthy Normal Campaign Facebook Page: Analysis of Facebook Analytics.JMIR public health and surveillance · 2019Article
- Recall and understanding of a communication campaign designed to promote positive parenting and prevent child maltreatment.Preventive medicine reports · 2018Article
- Television Advertising and Health Insurance Marketplace Consumer Engagement in Kentucky: A Natural Experiment.Journal of medical Internet research · 2018Article
- Assessing Audience Members' Ability to Identify the Media Source of a Health Campaign Disseminated via Different Media.Frontiers in public health · 2018Article
- Comparing the Cost-Effectiveness of Campaigns DeliveredFrontiers in public health · 2018Review
- A National Study of Social Media, Television, Radio, and Internet Usage of Adults by Sexual Orientation and Smoking Status: Implications for Campaign Design.International journal of environmental research and public health · 2017Article
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
8 authors at 4 institutions in 1 country.
Funding
No grant is acknowledged in the PubMed record.
Abstract
backgroundFederal 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.
objectiveOur 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.
methodsWe 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.
resultsHigher-dose digital video advertising was associated with 94% increased odds of awareness of any ad online relative to standard-dose markets (P<.001). Higher-dose digital advertising was associated with a marginally nonsignificant increase (46%) in overall campaign awareness regardless of media format (P=.09). Higher-dose television advertising was associated with 81% increased odds of overall ad awareness regardless of media format (P<.001). Increased doses of television advertising were also associated with significantly higher odds of awareness of any ad on television (P<.001) and online (P=.04). The adjusted cost of each additional percentage point of population-level reach generated by higher doses of advertising was approximately US $440,000 for digital advertising and US $1 million for television advertising.
conclusionsTelevision advertising generated relatively higher levels of overall campaign awareness. However, digital video was relatively more cost efficient for generating awareness. These results suggest that digital video may be used as a cost-efficient complement to traditional advertising modes (eg, television), but digital video should not replace television given the relatively smaller audience size of digital video viewers.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.