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Article

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

1
Schroeder Institute, Truth Initiative, Washington, DC 20001, USA
2
College of Global Public Health, New York University, New York, NY 10012, USA
3
MediaScience, Austin, TX 78753, USA
4
Department of Health, Behavior and Society, Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD 21205, USA
*
Author to whom correspondence should be addressed.
Int. J. Environ. Res. Public Health 2020, 17(22), 8427; https://0-doi-org.brum.beds.ac.uk/10.3390/ijerph17228427
Received: 10 October 2020 / Revised: 4 November 2020 / Accepted: 6 November 2020 / Published: 14 November 2020
(This article belongs to the Collection Mass Communication, Digital Media, and Public Health)
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 YouTubeTM 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. View Full-Text
Keywords: outcome evaluation; adolescents; social marketing; health communications; tobacco control and policy outcome evaluation; adolescents; social marketing; health communications; tobacco control and policy
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MDPI and ACS Style

Romberg, A.R.; Tulsiani, S.; Kreslake, J.M.; Miller Lo, E.J.; Simard, B.; Rask, A.; Arismendez, S.V.; Vallone, D.M.; Hair, E.C. Effects of Multiple Exposures and Ad-Skipping Behavior on Recall of Health Messages on YouTubeTM. Int. J. Environ. Res. Public Health 2020, 17, 8427. https://0-doi-org.brum.beds.ac.uk/10.3390/ijerph17228427

AMA Style

Romberg AR, Tulsiani S, Kreslake JM, Miller Lo EJ, Simard B, Rask A, Arismendez SV, Vallone DM, Hair EC. Effects of Multiple Exposures and Ad-Skipping Behavior on Recall of Health Messages on YouTubeTM. International Journal of Environmental Research and Public Health. 2020; 17(22):8427. https://0-doi-org.brum.beds.ac.uk/10.3390/ijerph17228427

Chicago/Turabian Style

Romberg, Alexa R., Shreya Tulsiani, Jennifer M. Kreslake, Erin J. Miller Lo, Bethany Simard, Amy Rask, Shruthi V. Arismendez, Donna M. Vallone, and Elizabeth C. Hair 2020. "Effects of Multiple Exposures and Ad-Skipping Behavior on Recall of Health Messages on YouTubeTM" International Journal of Environmental Research and Public Health 17, no. 22: 8427. https://0-doi-org.brum.beds.ac.uk/10.3390/ijerph17228427

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