Anorexia, Obesity, Smoking Cessation
Conditions
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.
Interventions
BEHAVIORALAds display with target websites
Ads are shown, but users are referred to control websites.
BEHAVIORALAds display with control websites
Ads are shown, but users are referred to control websites.
Sponsors
Schneider Children's Medical Center, Israel
Interdisciplinary Center Herzliya
Microsoft Research
Study design
Allocation
RANDOMIZED
Intervention model
PARALLEL
Primary purpose
SUPPORTIVE_CARE
Masking
DOUBLE (Subject, Investigator)
Eligibility
Sex/Gender
ALL
Healthy volunteers
Yes
Inclusion criteria
* Use of the Bing ad system with target phrases.
Exclusion criteria
* None
Design outcomes
Primary
| Measure | Time frame | Description |
|---|---|---|
| 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 | Up to 1 month after the intervention | 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). |
Secondary
| Measure | Time frame | Description |
|---|---|---|
| Clickthrough rates | During the intervention itself and up to 1 minute after the intervention (advertisement display). | Clickthrough rates on each ad |
Countries
Israel
Outcome results
None listed