Trial reportJournal of medical Internet research2016
Web-Based Antismoking Advertising to Promote Smoking Cessation: A Randomized Controlled Trial.
Trial report 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 10 papers.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.
Who cites it
10 citing papers in PubMed.
- Finding the facts in an infodemic: framing effective COVID-19 messages to connect people to authoritative content.BMJ global health · 2022Article
- Vaccine advertising: preach to the converted or to the unaware?NPJ digital medicine · 2021Article
- Internet Searches for Medical Symptoms Before Seeking Information on 12-Step Addiction Treatment Programs: A Web-Search Log Analysis.Journal of medical Internet research · 2019Article
- Antismoking Campaigns' Perception and Gender Differences: A Comparison among EEG Indices.Computational intelligence and neuroscience · 2019Article
- Pro-tobacco marketing and anti-tobacco campaigns aimed at vulnerable populations: A review of the literature.Tobacco induced diseases · 2019Review
- Inducing Behavioral Change in Seekers of Pro-Anorexia Content Using Internet Advertisements: Randomized Controlled Trial.JMIR mental health · 2018Article
- The effectiveness of public health advertisements to promote health: a randomized-controlled trial on 794,000 participants.NPJ digital medicine · 2018Article
- Neurophysiological Profile of Antismoking Campaigns.Computational intelligence and neuroscience · 2018Article
- Seeking Web-Based Information About Attention Deficit Hyperactivity Disorder: Where, What, and When.Journal of medical Internet research · 2017Article
- Predicting Drug Recalls From Internet Search Engine Queries.IEEE journal of translational engineering in health and medicine · 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
3 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
backgroundAlthough hundreds of millions of dollars are spent each year on public health advertising, the advertisement content, design, and placement are usually developed by intuition rather than research.
objectiveThe objective of our study was to develop a methodology for testing Web-based advertisements to promote smoking cessation.
methodsWe developed 10 advertisements that varied by their content (those that empower viewers to quit, help viewers to quit, or discuss the effects of smoking). We then conducted a series of Web-based randomized controlled trials that explored the effects of exposing users of Microsoft's Bing search engine to antismoking advertisements that differed by content, placement, or other characteristics. Finally, we followed users to explore whether they conducted subsequent searches for smoking cessation products or services.
resultsThe advertisements were shown 710,106 times and clicked on 1167 times. In general, empowering advertisements had the greatest impact (hazard ratio [HR] 2.6, standard error [SE] 0.09 relative to nonempowering advertisements), but we observed significant variations by gender. For instance, we found that men exposed to smoking cessation advertisements were less likely than women to subsequently conduct smoking cessation searches (HR 0.2, SE 0.07), but that this likelihood increased 3.5 times in men exposed to advertisements containing empowering content. Women were more influenced by advertisements that emphasized the health effects of smoking. We also found that appearing at the top right of the page (HR 2.1, SE 0.07) or at the bottom rather than the top of a list (HR 1.1, SE 0.02) can improve smoking cessation advertisements' effectiveness in prompting future searches related to smoking cessation.
conclusionsAdvertising should be targeted to different demographic groups in ways that are not always intuitive. Our study provides a method for testing the effectiveness of Web-based antismoking advertisements and demonstrates the importance of advertisements that are tailored according to specific demographics.
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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.