Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media

Allom, Vanessa; Jongenelis, Michelle; Slevin, Terry; Keightley, Stacey; Phillips, Fiona; Beasley, Sarah; Pettigrew, Simone

doi:10.3389/fpubh.2018.00083

Cited by 24 publications

(25 citation statements)

References 37 publications

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“…In all, 7 campaigns evaluated whether people recalled (ie, without prompting with campaign material) or recognized (after being shown campaign material) the campaign, which was primarily measured through sampled surveys or interviews [ 14 , 15 , 19 , 23 , 26 , 35 , 37 - 54 ]. A total of 7 campaigns reported evaluations on the audience’s response to the campaign, such as perceived effectiveness of the campaign or emotional reaction to the campaign.…”

Section: Resultsmentioning

confidence: 99%

Review of Evaluation Metrics Used in Digital and Traditional Tobacco Control Campaigns

Chan¹,

O’Hara²,

Phongsavan³

et al. 2020

J Med Internet Res

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Background Mass media campaigns for public health are increasingly using digital media platforms, such as web-based advertising and social media; however, there is a lack of evidence on how to best use these digital platforms for public health campaigns. To generate this evidence, appropriate campaign evaluations are needed, but with the proliferation of digital media–related metrics, there is no clear consensus on which evaluation metrics should be used. Public health campaigns are diverse in nature, so to facilitate analysis, this review has selected tobacco control campaigns as the scope of the study. Objective This literature review aimed to examine how tobacco control campaigns that use traditional and digital media platforms have been evaluated. Methods Medicine and science databases (Medical Literature Analysis and Retrieval System Online [MEDLINE], EMBASE, PsycINFO, Cumulative Index to Nursing and Allied Health Literature [CINAHL], and Scopus), and a marketing case study database (World Advertising Research Center) were searched for articles published between 2013 and 2018. Two authors established the eligibility criteria and reviewed articles for inclusion. Individual campaigns were identified from the articles, and information on campaigns and their evaluations were supplemented with searches on Google, Google Scholar, and social media platforms. Data about campaign evaluations were tabulated and mapped to a conceptual framework. Results In total, 17 campaigns were included in this review, with evaluations reported on by 51 articles, 17 marketing reports, and 4 grey literature reports. Most campaigns were from English-speaking countries, with behavioral change as the primary objective. In the process evaluations, a wide range of metrics were used to assess the reach of digital campaign activities, making comparison between campaigns difficult. Every campaign in the review, except one, reported some type of engagement impact measure, with website visits being the most commonly reported metric (11 of the 17 campaigns). Other commonly reported evaluation measures identified in this review include engagement on social media, changes in attitudes, and number of people contacting smoking cessation services. Of note, only 7 of the 17 campaigns attempted to measure media platform attribution, for example, by asking participants where they recalled seeing the campaign or using unique website tracking codes for ads on different media platforms. Conclusions One of the key findings of this review is the numerous and diverse range of measures and metrics used in tobacco control campaign evaluations. To address this issue, we propose principles to guide the selection of digital media–related metrics for campaign evaluations, and also outline a conceptual framework to provide a coherent organization to the diverse range of metrics. Future research is needed to specifically investigate whether engagement metrics are associated with desired campaign outcomes, to determine whether reporting of engagement metrics is meaningful in campaign evaluations.

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Section: Resultsmentioning

confidence: 99%

Review of Evaluation Metrics Used in Digital and Traditional Tobacco Control Campaigns

Chan¹,

O’Hara²,

Phongsavan³

et al. 2020

J Med Internet Res

View full text Add to dashboard Cite

show abstract

“…It is also noteworthy that Twitter and Facebook have different algorithms for the content that appears on a user's feed and is dependent on how users engage with the different social media platforms (e.g., users who share specific content or like certain pages may receive more targeted advertisements as more user data are available on their interests; Facebook, ). Given the generally understood cost‐effective nature of online campaign delivery and the interest in using social media for health promotion (Yang, , Allom et al, ), it is crucial that more data be generated on the actual cost and cost‐effectiveness of such campaigns (Korda & Itani, , Johns, Lewis, & Langley, ).…”

Section: Discussionmentioning

confidence: 99%

Breastfeed4Ghana: Design and evaluation of an innovative social media campaign

Harding

Aryeetey

Carroll

et al. 2019

Maternal & Child Nutrition

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Although targeting health behaviour change through social media campaigns has gained traction in recent years, few studies have focused on breastfeeding social media campaigns. Within the context of rising social media utilization and recent declines in exclusive breastfeeding practices in Ghana, we implemented Breastfeed4Ghana, a Facebook‐ and Twitter‐based breastfeeding social media campaign. This study determined feasibility of implementing Breastfeed4Ghana and evaluated its impact on breastfeeding knowledge in Ghana. Key performance indicators of the campaign were monitored on social media platforms, Facebook and Twitter. An online cross‐sectional survey conducted across three time points (n = 451) assessed breastfeeding knowledge, campaign exposure, and understanding and acceptability of Breastfeed4Ghana among Ghanaian adults. Modified Poisson models were used to assess the relationship between campaign exposure and breastfeeding knowledge, adjusting for survey time point, sex, and parenthood status. The campaign acquired 4,832 followers. Based on follower demographics collected from Facebook and Twitter analytics, the target population was successfully reached. Campaign exposure among survey participants was 42.3% and 48.7% at midline and endline, respectively. Campaign acceptability was high (>90%), and >44% of those exposed to the campaign also shared the campaign with others. However, 61.0% of those exposed did not know or could not remember the purpose of the campaign. Campaign exposure was not associated with higher breastfeeding knowledge (APR [95% confidence interval] = 0.96 [0.73, 1.26]). Breastfeed4Ghana was highly feasible. However, campaign understanding yielded mixed findings and may explain the limited impact on breastfeeding knowledge.

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“…The study was part of a larger tobacco campaign research project ( 7 ), and involved assessing the validity of self-report as a measure of campaign exposure among various forms of screen-based media. The media selected for inclusion in the study were: television (TV), online video (OV: e.g., pre-rolls shown before catch-up television episodes and video clips played on YouTube and news websites), and online display (OD: e.g., banner ads).…”

Section: Methodsmentioning

confidence: 99%

“… * The cost derivation process is explained in detail in Allom et al ( 7 ), from which this table is adapted . …”

Section: Methodsmentioning

confidence: 99%

Assessing Audience Members' Ability to Identify the Media Source of a Health Campaign Disseminated via Different Media

Pettigrew

Jongenelis

Phillips

et al. 2018

Front. Public Health

Self Cite

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Background: An important criterion for health campaign media selection is the ability to achieve campaign awareness among target audiences. However, existing campaign exposure metrics cannot be applied across both traditional and digital media, which complicates decision making. The present study assessed the validity of using self-report as a measure of the extent to which different types of media achieve campaign awareness to assist in determining appropriate media budget allocations.Methods: A quasi-experiment involving varying combinations of television, online video, and online display smoking cessation advertisements was conducted to determine whether audience members were able to accurately report the source of their exposure to the campaign.Results: Of the 719 Western Australian adults sampled (50% males, 50 females, 50% smokers, 50% non-smokers), 64% reported seeing the campaign in the previous 2 weeks. Of these, 91% reported seeing the advertisement on television, 8% on online video, and 21% on online display (respondents could select multiple media). Despite proportional scheduling of the three media over the discrete campaign periods, in most cases respondents assumed their exposure had occurred via television, regardless of the actual source of exposure.Conclusions: Among both smokers and non-smokers, television had primacy in memory regardless of the actual media used. As such, relying on self-reported recall is unlikely to constitute a reliable method of assessing target audience exposure to campaigns on different media where those media are all screen-based. The results highlight the need for alternative media effectiveness metrics that permit direct comparisons between traditional and digital media.

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Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media

Cited by 24 publications

References 37 publications

Review of Evaluation Metrics Used in Digital and Traditional Tobacco Control Campaigns

Review of Evaluation Metrics Used in Digital and Traditional Tobacco Control Campaigns

Breastfeed4Ghana: Design and evaluation of an innovative social media campaign

Assessing Audience Members' Ability to Identify the Media Source of a Health Campaign Disseminated via Different Media

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