%0期刊文章@ 1438- 8871% I JMIR出版物%V 18%卡塔尔世界杯8强波胆分析 N 9% P e235% T数字视频广告是否增加了多媒体活动的人口水平?来自前吸烟者运动2013年建议的证据%A Davis,Kevin C %A Shafer,Paul R %A Rodes,Robert %A Kim,Annice %A Hansen,Heather %A Patel,Deesha %A colon,Caryn %A Beistle,Diane + RTI国际卫生政策科学和烟草研究中心，东康沃利斯路3040号，研究三角园，美国，北卡罗莱纳州，27709,1 919 541 5801，kcdavis@rti.org %K社会营销%K吸烟%K健康运动%K数字广告%K电视广告%D 2016 %7 14.09.2016 %9原创论文%J J医学互联网Res %G英文%X背景:美国联邦和州公共卫生机构越来越多地使用数字广告和社交媒体来推广更广泛的多媒体运动的信息。然而，很少有证据表明，在全面的公共卫生教育活动中，数字广告在人口层面的宣传意识和相对的成本效益。目的:我们的目的是比较2013年戒烟小贴士(Tips)活动中数字视频和电视广告剂量增加对人口水平整体宣传意识的影响。我们还比较了这些媒体平台的相对成本效率。方法:我们使用了2013年Tips活动结束后立即进行的一项大型全国在线调查的数据，该调查涵盖了约1.5万名美国吸烟者。这些数据被用来比较数字视频和电视广告的媒体剂量变化对人口对Tips运动的认识的影响。我们在选定的媒体市场中实施了更高剂量的数字视频，并随机选择其他市场接受类似的更高剂量的电视广告。多元逻辑回归估计了通过数字或电视形式的整体活动知名度的几率，作为每个市场区域中更高剂量媒体的函数。所有统计检验均使用0.05阈值表示统计学显著性，使用0.10水平表示边际不显著性。 We used adjusted advertising costs for the additional doses of digital and television advertising to compare the cost efficiencies of digital and television advertising on the basis of costs per percentage point of population awareness generated. Results: Higher-dose digital video advertising was associated with 94% increased odds of awareness of any ad online relative to standard-dose markets (P<.001). Higher-dose digital advertising was associated with a marginally nonsignificant increase (46%) in overall campaign awareness regardless of media format (P=.09). Higher-dose television advertising was associated with 81% increased odds of overall ad awareness regardless of media format (P<.001). Increased doses of television advertising were also associated with significantly higher odds of awareness of any ad on television (P<.001) and online (P=.04). The adjusted cost of each additional percentage point of population-level reach generated by higher doses of advertising was approximately US $440,000 for digital advertising and US $1 million for television advertising. Conclusions: Television advertising generated relatively higher levels of overall campaign awareness. However, digital video was relatively more cost efficient for generating awareness. These results suggest that digital video may be used as a cost-efficient complement to traditional advertising modes (eg, television), but digital video should not replace television given the relatively smaller audience size of digital video viewers. %M 27627853 %R 10.2196/jmir.5683 %U //www.mybigtv.com/2016/9/e235/ %U https://doi.org/10.2196/jmir.5683 %U http://www.ncbi.nlm.nih.gov/pubmed/27627853