ArticleAmerican journal of preventive medicine2026
Exploring Attention to Digital Ads: How Audiences Attend to and Respond to "The Real Cost" Youth E-Cigarette Prevention Campaign Ads.
Article in American journal of preventive medicine, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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7 authors.
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Abstract
introductionThis study examined visual attention to and recognition of "The Real Cost" Youth e-cigarette Prevention Campaign ads in simulated, naturalistic digital media environments.
methodsIn 2024, a convenience sample of 2,040 individuals aged 18-24 years in the U.S. was exposed to a campaign ad in 1 of 4 simulated digital media environments (YouTube skippable and nonskippable, Instagram Reels and Stories). Participants' cameras captured facial coding measurements (e.g., attention), and a survey captured brand and ad recognition. Analyses included descriptive statistics and statistical testing (z-scores for categorical outcomes, independent t-tests for continuous outcomes) to compare outcomes for ad placements.
resultsNonskippable YouTube ads captured the most attention, with participants focusing for 8.6-9.7 seconds, and 46%-54% paying attention to at least half the ad and the last 2 seconds. Instagram Stories held attention for 5-7 seconds; 25%-32% of viewers watched half the ad and the last 2 seconds. Instagram Reels and YouTube skippable ads received the least attention. Brand recognition was similar across YouTube nonskippable ads (37%-49%), Instagram Stories (45%-46%), and Instagram Reels (39%-41%), whereas fewer YouTube skippable viewers (23%-32%) recognized the brand. Ad recognition was highest for YouTube nonskippable ads (52%-73%), followed by Instagram Reels (36%-61%), Instagram Stories (32%-41%), and YouTube skippable ads (22%-48%).
conclusionsResults show that some media platforms and placements can capture more of a viewer's attention than others. Results show that attention, brand awareness, and ad awareness can increase on several digital media platforms and ad placements.
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