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 Type
INTERVENTIONAL
Allocation
RANDOMIZED
Purpose
SUPPORTIVE_CARE
Masking
DOUBLE
Enrollment
2,000,000
Ads are shown, but users are referred to control websites.
Ads are shown, but users are referred to control websites.
Microsoft Research Israel
Herzliya, Israel
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).
Time frame: Up to 1 month after the intervention
Clickthrough rates
Clickthrough rates on each ad
Time frame: During the intervention itself and up to 1 minute after the intervention (advertisement display).
This platform is for informational purposes only and does not constitute medical advice. Always consult a qualified healthcare professional.