Maximizing Response Rates to Ads for Free At-Home HIV Testing on a Men-for-Men Geosocial Sexual Networking App: Lessons Learned and Implications for Researchers and Providers.
Adult
Advertising
/ economics
Female
HIV Testing
/ economics
Homosexuality, Male
/ statistics & numerical data
Humans
Male
Mobile Applications
/ statistics & numerical data
Research Personnel
Sexual and Gender Minorities
/ statistics & numerical data
Smartphone
Social Networking
Surveys and Questionnaires
HIV prevention
HIV risk
advertising
gay and bisexual men
recruitment
Journal
Health education & behavior : the official publication of the Society for Public Health Education
ISSN: 1552-6127
Titre abrégé: Health Educ Behav
Pays: United States
ID NLM: 9704962
Informations de publication
Date de publication:
02 2020
02 2020
Historique:
pubmed:
4
1
2020
medline:
29
5
2021
entrez:
4
1
2020
Statut:
ppublish
Résumé
Internet-based recruitment can be effective in reaching large numbers of geographically diverse individuals. Geosocial sexual networking apps on smartphones have emerged as the modal way in which men who have sex with men (MSM) meet sex partners, and as venues for sexual health research. We report on the performance of three types of ads-text-only, text with male figure (no face), and text with male figure (with face)-used on a geosocial sexual networking app to advertise free at-home HIV testing and to enroll in an online study. We ran five 2-week-long ads on a popular MSM geosocial app between fall 2017 and spring 2018 (~2.19 million impressions). Ads were evaluated in terms of the click-through rate (CTR = advertisement clicks/advertisement impressions), conversion rates (CR = number of enrolled participants/ad-generated clicks), cost per enrolled participant, and demographic composition of survey respondents. We enrolled
Identifiants
pubmed: 31896287
doi: 10.1177/1090198119893692
pmc: PMC7262738
mid: NIHMS1575816
doi:
Types de publication
Journal Article
Research Support, N.I.H., Extramural
Langues
eng
Sous-ensembles de citation
IM
Pagination
5-13Subventions
Organisme : NIAID NIH HHS
ID : P30 AI124414
Pays : United States
Organisme : NIAID NIH HHS
ID : UG3 AI133675
Pays : United States
Organisme : NIAID NIH HHS
ID : UH3 AI133675
Pays : United States
Investigateurs
Sarit A Golub
(SA)
Viraj V Patel
(VV)
David W Pantalone
(DW)
Don Hoover
(D)
Gregorio Millett
(G)
Sarah Kulkarni
(S)
Alexa D'Angelo
(A)
Gloria Perez
(G)
Irvin Parker
(I)
Javier Lopez-Rios
(J)
Pedro Carneiro
(P)
Gerald Sharp
(G)
Sonia Lee
(S)
Michael Stirratt
(M)
Michael Camacho
(M)
Adam Carrico
(A)
Demetre Daskalakis
(D)
Sabina Hirshfield
(S)
Jeremiah Johnson
(J)
Claude Mellins
(C)
Milo Santos
(M)
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