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

Author

Listed:
  • Alexa R. Romberg

    (Schroeder Institute at Truth Initiative, Washington, DC 20001, USA
    College of Global Public Health, New York University, New York City, NY 10012, USA)

  • Morgane Bennett

    (Schroeder Institute at Truth Initiative, Washington, DC 20001, USA
    Department of Prevention & Community Health, Milken Institute School of Public Health, George Washington University, Washington, DC 20052, 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
    Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD 21205, USA)

  • Dionisios Favatas

    (Marketing at Truth Initiative, Washington, DC 20001, USA)

  • Donna M. Vallone

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

  • Elizabeth C. Hair

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

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.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:7:p:2185-:d:336921
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    References listed on IDEAS

    as
    1. Donna Vallone & Marisa Greenberg & Haijun Xiao & Morgane Bennett & Jennifer Cantrell & Jessica Rath & Elizabeth Hair, 2017. "The Effect of Branding to Promote Healthy Behavior: Reducing Tobacco Use among Youth and Young Adults," IJERPH, MDPI, vol. 14(12), pages 1-13, December.
    2. Farrelly, M.C. & Davis, K.C. & Haviland, M.L. & Messeri, P. & Healton, C.G., 2005. "Evidence of a dose-response relationship between "truth" antismoking ads and youth smoking prevalence," American Journal of Public Health, American Public Health Association, vol. 95(3), pages 425-431.
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    Cited by:

    1. Dana E. Wagner & Gabrielle Seneres & Elisabeth Jones & Kelli A. Brodersen & Sjonna Whitsitt-Paulson, 2022. "Swap Up Your Meal: A Mass Media Nutrition Education Campaign for Oklahoma Teens," IJERPH, MDPI, vol. 19(16), pages 1-16, August.
    2. 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.

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