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

February 13, 2018 updated by: Microsoft Research
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.

Study Overview

Status

Completed

Conditions

Intervention / Treatment

Study Type

Interventional

Enrollment (Actual)

2000000

Phase

  • Not Applicable

Contacts and Locations

This section provides the contact details for those conducting the study, and information on where this study is being conducted.

Study Locations

  • Israel
      • Herzliya, Israel, 46875
        • Microsoft Research Israel

Participation Criteria

Researchers look for people who fit a certain description, called eligibility criteria. Some examples of these criteria are a person's general health condition or prior treatments.

Eligibility Criteria

Ages Eligible for Study

  • Child
  • Adult
  • Older Adult

Accepts Healthy Volunteers

Yes

Genders Eligible for Study

All

Description

Inclusion Criteria:

  • Use of the Bing ad system with target phrases.

Exclusion Criteria:

  • None

Study Plan

This section provides details of the study plan, including how the study is designed and what the study is measuring.

How is the study designed?

Design Details

  • Primary Purpose: Supportive Care
  • Allocation: Randomized
  • Interventional Model: Parallel Assignment
  • Masking: Double

Arms and Interventions

Participant Group / Arm
Intervention / Treatment
Experimental: Intervention
People shown ads with referral to target websites.
Behavioral: Ads display with target websites
Ads are shown, but users are referred to control websites.
Active Comparator: Intervention with control websites
People shown ads with referral to control websites.
Behavioral: Ads display with control websites
Ads are shown, but users are referred to control websites.
No Intervention: Control
People who make target queries, but are not shown the ads.

What is the study measuring?

Primary Outcome Measures

Outcome Measure
Measure Description
Time Frame
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
Time Frame: 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).
Up to 1 month after the intervention

Secondary Outcome Measures

Outcome Measure
Measure Description
Time Frame
Clickthrough rates
Time Frame: During the intervention itself and up to 1 minute after the intervention (advertisement display).
Clickthrough rates on each ad
During the intervention itself and up to 1 minute after the intervention (advertisement display).

Collaborators and Investigators

This is where you will find people and organizations involved with this study.

Sponsor

Microsoft Research

Collaborators

Schneider Children's Medical Center, Israel
Interdisciplinary Center Herzliya

Publications and helpful links

The person responsible for entering information about the study voluntarily provides these publications. These may be about anything related to the study.

General Publications

Study record dates

These dates track the progress of study record and summary results submissions to ClinicalTrials.gov. Study records and reported results are reviewed by the National Library of Medicine (NLM) to make sure they meet specific quality control standards before being posted on the public website.

Study Major Dates

Study Start (Actual)

April 16, 2015

Primary Completion (Actual)

May 1, 2017

Study Completion (Actual)

July 1, 2017

Study Registration Dates

First Submitted

January 31, 2018

First Submitted That Met QC Criteria

February 13, 2018

First Posted (Actual)

February 20, 2018

Study Record Updates

Last Update Posted (Actual)

February 20, 2018

Last Update Submitted That Met QC Criteria

February 13, 2018

Last Verified

February 1, 2018

More Information

Terms related to this study

Additional Relevant MeSH Terms

Other Study ID Numbers

  • 177

Plan for Individual participant data (IPD)

Plan to Share Individual Participant Data (IPD)?

NO

IPD Plan Description

No IPDs are to be shared with other researchers.

Drug and device information, study documents

Studies a U.S. FDA-regulated drug product

No

Studies a U.S. FDA-regulated device product

No

This information was retrieved directly from the website clinicaltrials.gov without any changes. If you have any requests to change, remove or update your study details, please contact register@clinicaltrials.gov. As soon as a change is implemented on clinicaltrials.gov, this will be updated automatically on our website as well.

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