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

Obesity Clinical Trial

Official title:

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

Clinical Trial Details — Status: Completed

Administrative data

• NCT number: NCT03439553
• Other study ID #: 177
• Status: Completed
• Phase: N/A
• First received: January 31, 2018
• Last updated: February 13, 2018
• Start date: April 16, 2015
• Est. completion date: July 1, 2017

Study information

• Verified date: February 2018
• Source: Microsoft Research
• Contact: n/a
• Is FDA regulated: No
• Study type: Interventional

Clinical Trial 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.

Recruitment information / eligibility

• Status: Completed
• Enrollment: 2000000
• Est. completion date: July 1, 2017
• Est. primary completion date: May 1, 2017
• Accepts healthy volunteers: Accepts Healthy Volunteers
• Gender: All
• Age group: N/A and older

Eligibility

Inclusion Criteria:

• Use of the Bing ad system with target phrases.

Exclusion Criteria:

Related Conditions & MeSH terms

• Anorexia
• Obesity
• Smoking Cessation

Intervention

Behavioral:
• Ads display with target websites
Ads are shown, but users are referred to control websites.
• Ads display with control websites
Ads are shown, but users are referred to control websites.

Locations

Country	Name	City	State
Israel	Microsoft Research Israel	Herzliya

Sponsors (3)

Lead Sponsor	Collaborator
Microsoft Research	Interdisciplinary Center (IDC) Herzeliya, Schneider Children's Medical Center, Israel

Country where clinical trial is conducted

Israel, 

Outcome

Type	Measure	Description	Time frame	Safety issue
Primary	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	Clickthrough rates	Clickthrough rates on each ad	During the intervention itself and up to 1 minute after the intervention (advertisement display).