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

The safety and scientific validity of this study is the responsibility of the study sponsor and investigators. Listing a study does not mean it has been evaluated by the U.S. Federal Government. Read our disclaimer for details.
 
ClinicalTrials.gov Identifier: NCT03439553
Recruitment Status : Completed
First Posted : February 20, 2018
Last Update Posted : February 20, 2018
Sponsor:
Collaborators:
Schneider Children's Medical Center, Israel
Interdisciplinary Center Herzliya
Information provided by (Responsible Party):
Microsoft Research

Brief 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.

Condition or disease Intervention/treatment Phase
Anorexia Obesity Smoking Cessation Behavioral: Ads display with target websites Behavioral: Ads display with control websites Not Applicable

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Study Type : Interventional  (Clinical Trial)
Actual Enrollment : 2000000 participants
Allocation: Randomized
Intervention Model: Parallel Assignment
Masking: Double (Participant, Investigator)
Primary Purpose: Supportive Care
Official Title: Estimating the Short-term Effectiveness of Online Advertisements for Improving Health
Actual Study Start Date : April 16, 2015
Actual Primary Completion Date : May 1, 2017
Actual Study Completion Date : July 1, 2017

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.



Primary Outcome Measures :
  1. 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).


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



Information from the National Library of Medicine

Choosing to participate in a study is an important personal decision. Talk with your doctor and family members or friends about deciding to join a study. To learn more about this study, you or your doctor may contact the study research staff using the contacts provided below. For general information, Learn About Clinical Studies.


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Ages Eligible for Study:   Child, Adult, Older Adult
Sexes Eligible for Study:   All
Accepts Healthy Volunteers:   Yes
Criteria

Inclusion Criteria:

  • Use of the Bing ad system with target phrases.

Exclusion Criteria:

  • None

Information from the National Library of Medicine

To learn more about this study, you or your doctor may contact the study research staff using the contact information provided by the sponsor.

Please refer to this study by its ClinicalTrials.gov identifier (NCT number): NCT03439553


Locations
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Israel
Microsoft Research Israel
Herzliya, Israel, 46875
Sponsors and Collaborators
Microsoft Research
Schneider Children's Medical Center, Israel
Interdisciplinary Center Herzliya
Publications automatically indexed to this study by ClinicalTrials.gov Identifier (NCT Number):
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Responsible Party: Microsoft Research
ClinicalTrials.gov Identifier: NCT03439553    
Other Study ID Numbers: 177
First Posted: February 20, 2018    Key Record Dates
Last Update Posted: February 20, 2018
Last Verified: February 2018
Individual Participant Data (IPD) Sharing Statement:
Plan to Share IPD: No
Plan Description: No IPDs are to be shared with other researchers.

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Studies a U.S. FDA-regulated Drug Product: No
Studies a U.S. FDA-regulated Device Product: No
Additional relevant MeSH terms:
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Anorexia
Signs and Symptoms, Digestive
Signs and Symptoms