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

Author

Listed:
  • Alexa R. Romberg

    (Schroeder Institute, Truth Initiative, Washington, DC 20001, USA
    College of Global Public Health, New York University, New York, NY 10012, 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
    College of Global Public Health, New York University, New York, NY 10012, USA
    Department of Health, Behavior and Society, Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD 21205, USA)

  • Elizabeth C. Hair

    (Schroeder Institute, Truth Initiative, Washington, DC 20001, USA
    College of Global Public Health, New York University, New York, NY 10012, USA
    Department of Health, Behavior and Society, Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD 21205, USA)

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.

Suggested Citation

  • Alexa R. Romberg & Shreya Tulsiani & Jennifer M. Kreslake & Erin J. Miller Lo & Bethany Simard & Amy Rask & Shruthi V. Arismendez & Donna M. Vallone & Elizabeth C. Hair, 2020. "Effects of Multiple Exposures and Ad-Skipping Behavior on Recall of Health Messages on YouTube TM," IJERPH, MDPI, vol. 17(22), pages 1-8, November.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:22:p:8427-:d:444943
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    References listed on IDEAS

    as
    1. Alexa R. Romberg & Morgane Bennett & Shreya Tulsiani & Bethany Simard & Jennifer M. Kreslake & Dionisios Favatas & Donna M. Vallone & Elizabeth C. Hair, 2020. "Validating Self-Reported Ad Recall as a Measure of Exposure to Digital Advertising: An Exploratory Analysis Using Ad Tracking Methodology," IJERPH, MDPI, vol. 17(7), pages 1-12, March.
    2. Li-Ling Huang & Allison J. Lazard & Jessica K. Pepper & Seth M. Noar & Leah M. Ranney & Adam O. Goldstein, 2017. "Impact of The Real Cost Campaign on Adolescents’ Recall, Attitudes, and Risk Perceptions about Tobacco Use: A National Study," IJERPH, MDPI, vol. 14(1), pages 1-11, January.
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