Validating Self-Reported Ad Recall as a Measure of Exposure to Digital Advertising: An Exploratory Analysis Using Ad Tracking Methodology

Alexa R. Romberg, Morgane Bennett, Shreya Tulsiani, Bethany Simard, Jennifer M. Kreslake, Dionisios Favatas, Donna M. Vallone and Elizabeth C. Hair
Additional contact information
Alexa R. Romberg: Schroeder Institute at Truth Initiative, Washington, DC 20001, USA
Morgane Bennett: Schroeder Institute at Truth Initiative, Washington, DC 20001, USA
Shreya Tulsiani: Schroeder Institute at Truth Initiative, Washington, DC 20001, USA
Bethany Simard: Schroeder Institute at Truth Initiative, Washington, DC 20001, USA
Jennifer M. Kreslake: Schroeder Institute at Truth Initiative, Washington, DC 20001, USA
Dionisios Favatas: Marketing at Truth Initiative, Washington, DC 20001, USA
Donna M. Vallone: Schroeder Institute at Truth Initiative, Washington, DC 20001, USA
Elizabeth C. Hair: Schroeder Institute at Truth Initiative, Washington, DC 20001, USA

IJERPH, 2020, vol. 17, issue 7, 1-12

Abstract: Many mass media campaigns aimed at changing young people’s health behavior air on digital platforms rather than on broadcast media (e.g., television), given the intended audience’s preference for web-based communication. While research suggests self-reported ad recall correlates with exposure to television advertising, it remains unclear whether self-report measures are correlated with exposure to digital advertising. This study examined the association between an objective measure of digital ad exposure and self-reported recall of digital ads from the truth ® tobacco prevention campaign. Digital ad tracking methodology was employed to identify members of an online panel (ages 18−34) who had been exposed to ads during their regular web browsing. Demographics of exposed participants were used to develop a matched control group of non-exposed panel members. Members of the Exposed group ( n = 458) and matched Control participants ( n = 506) were surveyed on recall of truth ads, media use, and demographics. Results indicated that Exposed participants had significantly higher odds of reporting ad recall compared to Control participants. With each additional ad exposure, the odds of self-reporting higher frequency of ad exposure increased by 8% (OR = 1.08, 95% CI = 1.01−1.16). Findings suggest self-reported measures of ad recall are a valid measure of campaign exposure in a digital media environment.

Keywords: mass media; social marketing; campaign evaluation (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: View citations in EconPapers (2)

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