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

Alexa R. Romberg, Shreya Tulsiani, Jennifer M. Kreslake, Erin J. Miller Lo, Bethany Simard, Amy Rask, Shruthi V. Arismendez, Donna M. Vallone and Elizabeth C. Hair
Additional contact information
Alexa R. Romberg: Schroeder Institute, Truth Initiative, Washington, DC 20001, USA
Shreya Tulsiani: Schroeder Institute, Truth Initiative, Washington, DC 20001, USA
Jennifer M. Kreslake: Schroeder Institute, Truth Initiative, Washington, DC 20001, USA
Erin J. Miller Lo: Schroeder Institute, Truth Initiative, Washington, DC 20001, USA
Bethany Simard: Schroeder Institute, Truth Initiative, Washington, DC 20001, USA
Amy Rask: MediaScience, Austin, TX 78753, USA
Shruthi V. Arismendez: MediaScience, Austin, TX 78753, USA
Donna M. Vallone: Schroeder Institute, Truth Initiative, Washington, DC 20001, USA
Elizabeth C. Hair: Schroeder Institute, Truth Initiative, Washington, DC 20001, USA

IJERPH, 2020, vol. 17, issue 22, 1-8

Abstract: 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.

Keywords: outcome evaluation; adolescents; social marketing; health communications; tobacco control and policy (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/1660-4601/17/22/8427/pdf (application/pdf)
https://www.mdpi.com/1660-4601/17/22/8427/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jijerp:v:17:y:2020:i:22:p:8427-:d:444943

Access Statistics for this article

IJERPH is currently edited by Ms. Jenna Liu

More articles in IJERPH from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().