Estimating the Short-term Effectiveness of Online Advertisements for Improving Health

Microsoft

Status: Completed

Conditions: Anorexia; Obesity; Smoking Cessation

Treatments: Behavioral: Ads display with target websites; Behavioral: Ads display with control websites

Study type: Interventional

Funder types: Other; Industry

Identifiers

NCT03439553

177

Details and patient eligibility

About

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.

Enrollment: 2,000,000 patients

Sex: All

Volunteers: Accepts Healthy Volunteers

Inclusion criteria

• Use of the Bing ad system with target phrases.

Exclusion criteria

• None

Trial design

Primary purpose: Supportive Care

Allocation: Randomized

Interventional model: Parallel Assignment

Masking: Double Blind

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2,000,000 participants in 3 patient groups

Intervention

Experimental group

Description:

People shown ads with referral to target websites.

Treatment:

Behavioral: Ads display with target websites

Intervention with control websites

Active Comparator group

Description:

People shown ads with referral to control websites.

Treatment:

Behavioral: Ads display with control websites

Control

No Intervention group

Description:

People who make target queries, but are not shown the ads.