Estimating the Short-term Effectiveness of Online Advertisements for Improving Health
1 other identifier
interventional
2,000,000
1 country
1
Brief Summary
Bing ads designed to encourage people to adopt healthier practices (e.g., stop smoking, become physically active, stop consuming harmful content) are shown using the advertising system, to test which ads are more effective as apparent in the subsequent queries to Bing submitted by users who saw the ads.
Trial Health
Trial Health Score
Automated assessment based on enrollment pace, timeline, and geographic reach
participants targeted
Target at P75+ for not_applicable
Started Apr 2015
Typical duration for not_applicable
1 active site
Health score is calculated from publicly available data and should be used for screening purposes only.
Trial Relationships
Click on a node to explore related trials.
Study Timeline
Key milestones and dates
Study Start
First participant enrolled
April 16, 2015
CompletedPrimary Completion
Last participant's last visit for primary outcome
May 1, 2017
CompletedStudy Completion
Last participant's last visit for all outcomes
July 1, 2017
CompletedFirst Submitted
Initial submission to the registry
January 31, 2018
CompletedFirst Posted
Study publicly available on registry
February 20, 2018
CompletedFebruary 20, 2018
February 1, 2018
2 years
January 31, 2018
February 13, 2018
Conditions
Outcome Measures
Primary Outcomes (1)
The number of people who increase and the number of people who decrease searches for positive target behaviors post intervention, compared to prior to the intervention, or a similar decrease in negative behaviors
Increase or decrease in searches for positive target behaviors post intervention, compared to prior to the intervention, or a similar decrease in negative behaviors. This measure of outcome was previously used in E. Yom-Tov, Muennig \& El-Sayed (2016).
Up to 1 month after the intervention
Secondary Outcomes (1)
Clickthrough rates
During the intervention itself and up to 1 minute after the intervention (advertisement display).
Study Arms (3)
Intervention
EXPERIMENTALPeople shown ads with referral to target websites.
Intervention with control websites
ACTIVE COMPARATORPeople shown ads with referral to control websites.
Control
NO INTERVENTIONPeople who make target queries, but are not shown the ads.
Interventions
Ads are shown, but users are referred to control websites.
Ads are shown, but users are referred to control websites.
Eligibility Criteria
You may qualify if:
- Use of the Bing ad system with target phrases.
You may not qualify if:
- None
Contact the study team to confirm eligibility.
Sponsors & Collaborators
- Microsoft Researchlead
- Schneider Children's Medical Center, Israelcollaborator
- Interdisciplinary Center Herzliyacollaborator
Study Sites (1)
Microsoft Research Israel
Herzliya, 46875, Israel
Related Publications (1)
Yom-Tov E, Brunstein-Klomek A, Mandel O, Hadas A, Fennig S. Inducing Behavioral Change in Seekers of Pro-Anorexia Content Using Internet Advertisements: Randomized Controlled Trial. JMIR Ment Health. 2018 Feb 22;5(1):e6. doi: 10.2196/mental.8212.
PMID: 29472176DERIVED
MeSH Terms
Conditions
Condition Hierarchy (Ancestors)
Study Design
- Study Type
- interventional
- Phase
- not applicable
- Allocation
- RANDOMIZED
- Masking
- DOUBLE
- Who Masked
- PARTICIPANT, INVESTIGATOR
- Purpose
- SUPPORTIVE CARE
- Intervention Model
- PARALLEL
- Sponsor Type
- INDUSTRY
- Responsible Party
- SPONSOR
Study Record Dates
First Submitted
January 31, 2018
First Posted
February 20, 2018
Study Start
April 16, 2015
Primary Completion
May 1, 2017
Study Completion
July 1, 2017
Last Updated
February 20, 2018
Record last verified: 2018-02
Data Sharing
- IPD Sharing
- Will not share
No IPDs are to be shared with other researchers.