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

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 ( = 297) received a varying number of forced-view and sk...

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Bibliographic Details
Published inInternational journal of environmental research and public health Vol. 17; no. 22
Main Authors Romberg, Alexa R, Tulsiani, Shreya, Kreslake, Jennifer M, Miller Lo, Erin J, Simard, Bethany, Rask, Amy, Arismendez, Shruthi V, Vallone, Donna M, Hair, Elizabeth C
Format Journal Article
LanguageEnglish
Published Switzerland 14.11.2020
Subjects
Adolescent
Adult
Attention
Humans
Mental Recall
Self Report
Social Media
Text Messaging
adolescents
outcome evaluation
tobacco control and policy
social marketing
health communications
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Summary: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 ( = 297) received a varying number of forced-view and skippable test ads across multiple simulated YouTube 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.
ISSN:1660-4601