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Measuring the Impact of Digital Media on Behavior: A Case Study

Measuring the Impact of Digital Media on Behavior: A Case Study. By Carol Schechter & Amelia Burke AED Health2.0 STAT MeetUp February 10, 2011. Achieving behavior change and measuring that change can be a challenge for health programs.

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Measuring the Impact of Digital Media on Behavior: A Case Study

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  1. Measuring the Impact of Digital Media on Behavior: A Case Study By Carol Schechter & Amelia Burke AED Health2.0 STAT MeetUp February 10, 2011

  2. Achieving behavior change and measuring that change can be a challenge for health programs

  3. Digital media is helping to change the landscape…

  4. CDC Influenza Vaccination Campaign • Goal: Increase awareness of the vaccine and intention to vaccinated this year (2010-2011). • Target Audience: General audience with specific focus on Hispanics, African Americans, Native Americans, pregnant women and 18-25 year olds. • Campaign Strategy: Reach audiences where they are most active online and where they are naturally consuming related content and also sharing it with others. • Time In-Market: 2 months.

  5. 300x250 The creative. Ads were served in a number of different sizes and styles including video units and expandable units. The ads included key messaging, call outs for priority audiences, the campaign video and links to the campaign website, Facebook page, Twitter handle and YouTube channel. Pre-Roll 160x600 728x90 Expandable Unit

  6. The Plan. Ads were served across 80+ different social environments, i.e. blogs, social networks and commenting and rating sites, to reach target audience.

  7. Evaluation Results. In a control-exposed survey, (control=1,920; exposed=1,106), results showed that amongst people who could not remember the last time they got vaccinated or had never been vaccinated, there was a 24% increase in intention to get the vaccine (at 95% significance).

  8. Thank you! Carol Schechter cschechter@aed.org @carol_schechter Amelia Burkeaburke@aed.org@socialibriumm

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