TY - JOUR AU - Kim, Annice AU - Hansen, Heather AU - Duke, Jennifer AU - Davis, Kevin AU - Alexander, Robert AU - Rowland, Amy AU - Mitchko, Jane PY - 2016 DA - 2016/03/16 TI -数字广告曝光会影响在线信息搜索行为吗?来自2012年戒烟者建议的证据全国预防烟草运动JO - J Med Internet Res SP - e64 VL - 18 IS - 3kw -戒烟KW -健康KW -互联网KW -监测和评估AB -背景:衡量在线健康运动的影响是具有挑战性的。广告点击率传统上被用来衡量活动的覆盖面，但很少有互联网用户会点击广告。另外，自我报告的数字广告曝光率容易产生回忆偏差。此外，还可能存在延迟效应，即人们在看到广告时不会点击，而是稍后访问推广网站或进行与活动相关的搜索。在线小组不引人注目地收集小组成员的网络行为数据，并将广告曝光与网站访问和搜索联系起来，可以更可靠地评估数字广告曝光的影响。2012年3月至6月，疾病控制和预防中心播放了旨在鼓励当前吸烟者戒烟的全国戒烟提示(2012年提示)媒体宣传活动。广告遍布各个媒体渠道，数字广告引导用户访问Tips 2012活动网站。目的:我们的目的是检查暴露Tips 2012数字广告是否影响在线信息寻求行为。方法:ComScore从小组成员的网络行为数据中挖掘出唯一的代码，这些代码可以表明他们是否接触到Tips 2012广告，而不管小组成员是否点击了广告。共有15319名美国成年人被确认接触过Tips 2012竞选广告。 An equal number of unexposed adults (N=15,319) were identified and matched on demographics and Internet use behavior to the exposed group. Panelists’ Web behavior data were mined for up to 4 weeks after initial Tips 2012 ad exposure to determine whether they visited the Tips 2012 campaign website or other cessation-related websites (eg, nicotine replacement therapy site) or conducted searches for campaign-related topics (eg, quit smoking). Results: The proportion of exposed adults visiting the Tips 2012 sites increased from 0.4% in Week 1 to 0.9% 4 weeks after ad exposure, and these rates were significantly higher than in the unexposed group (0.1% in Week 1 to 0.4% in Week 4, P<.001) across all weeks examined. The proportion of exposed panelists visiting other cessation websites increased from 0.2% in Week 1 to 0.3% 4 weeks after initial ad exposure, and these rates were significantly higher than in the unexposed group (0.0% in Week 1 to 0.2% in Week 4, P=.001 to P=.019) across all weeks examined. There were no significant differences in searches for campaign-related topics between the exposed and unexposed group during most of the weeks examined. Conclusions: These results suggest that online ad exposure is associated with confirmed visits to the Tips 2012 campaign sites and visits to other cessation websites and that these information-seeking behaviors occur up to several weeks after ad exposure. Web behavior data from online panels are useful for examining exposure and behavioral responses to digital campaign ads. SN - 1438-8871 UR - //www.mybigtv.com/2016/3/e64/ UR - https://doi.org/10.2196/jmir.4299 UR - http://www.ncbi.nlm.nih.gov/pubmed/26983849 DO - 10.2196/jmir.4299 ID - info:doi/10.2196/jmir.4299 ER -