Using web analytics data to identify platforms and content that best engage high-priority HIV populations in online and social media marketing advertisements

Tyler B Wray; Philip A Chan; Jeffrey D Klausner; Lori M Ward; Abraham Y Liu; Daniel J Carr; Erik Ms Ocean; Chanda Phelan; Tao Liu

doi:10.1177/20552076231216547

Using web analytics data to identify platforms and content that best engage high-priority HIV populations in online and social media marketing advertisements

Digit Health. 2023 Nov 23:9:20552076231216547. doi: 10.1177/20552076231216547. eCollection 2023 Jan-Dec.

Authors

Tyler B Wray¹, Philip A Chan², Jeffrey D Klausner³, Lori M Ward⁴, Abraham Y Liu⁵, Daniel J Carr⁶, Erik Ms Ocean¹, Chanda Phelan⁷, Tao Liu⁵

Affiliations

¹ Department of Behavioral and Social Sciences, Brown University School of Public Health, Providence, RI, USA.
² Department of Medicine, Warren Alpert Medical School of Brown University, Providence, RI, USA.
³ Department of Population and Public Health Sciences, Keck School of Medicine, University of Southern California, Los Angeles, CA, USA.
⁴ Department of Population Health Science, John D. Bower School of Population Health, University of Mississippi Medical Center, Jackson, MS, USA.
⁵ Department of Biostatistics, Center for Statistical Sciences, School of Public Health, Brown University, Providence, RI, USA.
⁶ School of Psychology, Cardiff University, Cardiff, UK.
⁷ Center for Alcohol and Addictions Studies, Brown University School of Public Health, Providence, RI, USA.

Abstract

Background: Online advertisements on social media platforms are an important tool for engaging relevant populations in public health research. However, little is known about what platforms and ad characteristics are most effective in engaging high-priority HIV populations, including racial/ethnic and sexual minority individuals.

Methods: Data from this study were drawn from advertising campaigns conducted on popular websites and social media platforms that recruited for several nationwide randomized controlled trials of various HIV prevention and testing strategies among sexual minority men (SMM) from December 2019 until March 2022. Descriptive statistics and LASSO regression models were used to determine which platforms and ad characteristics were associated with significantly higher odds of engagement.

Results: Ads on Google search, Facebook, and Instagram yielded the most cost-effective engagement, while gay-oriented dating platforms and TrafficJunky yielded the highest percentage of users who appeared to meet basic eligibility criteria. The highest percentages of Black users were screened through ads on Jack'd, TrafficJunky, and Google search; for Hispanic/Latino users, Google search, Grindr, Facebook, and Instagram. Analyzing ad characteristics, we found ads that used suggestive content, animation, and included study or institution logos were associated with greater engagement. Ads that emphasized convenience of the research (e.g. mentioned participating "from home") and that depicted people of similar races/ethnicities were also associated with greater engagement among Black and Hispanic/Latino sexual minority men.

Conclusions: We found that advertisements on mainstream social media sites are most cost effective. Although gay-oriented dating platforms were much more effective at reaching the target population, they were considerably more expensive. We also identified ad characteristics that were particularly effective in engaging users. These results could inform the design of online public health outreach campaigns for similar populations to improve their engagement and reach. Findings also demonstrated the value of conducting focused research on the effectiveness of various online marketing strategies.

Keywords: HIV; Social media; analytics; gay and bisexual men; marketing; recruitment.

Abstract

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