Health Communication Campaign Performance During the HEALing Communities Study: Cross-Sectional Examination of Digital Advertising Methods

Background: Research on the effectiveness of digital health campaign strategies is lacking. Understanding performance outcomes is essential for the successful implementation of campaigns. Two studies examined platforms, tactics, and content of digital health campaigns using paid media performance data. Objective: This analysis compared 2 digital advertising methods (social media and banner or display) using click-through rate (CTR) and cost-per-click (CPC) as performance measures. Performance differences by state, community type, message approach, format, and image type were assessed. CTR and CPC served as measures in determining performance differences between social media and banner or display. Methods: This cross-sectional secondary analysis examined campaign performance for the HEALing (Helping to End Addiction Long-Term) Communities Study, which served 85,875,105 impressions. Data were collected from media buy reports, entered into templates that included method (display or banner and social media) and key performance indicators (impressions, clicks, and media spend), and CTR and CPC were calculated. Study 1 assessed differences in CTR and CPC for social media and banner or display by state (KY, NY, MA, and OH) and community type (urban and rural). Study 2 assessed differences in CTR for social media and banner or display by state (KY, NY, MA, and OH), community type (urban and rural), message approach (testimonial and information-based), format (motion graphic or graphics interchange format, video, and static image), and image type (local and stock). Separate analyses were conducted for each advertising method. Results: Study 1 found significant differences between advertising methods, where social media had higher CTR compared to banner or display. Social media had a significant main effect for state, where OH had the highest CTR. There was a statistically significant difference in CPC based on advertising method, where social media had a lower CPC compared to banner or display. Social media had a significant main effect for state, where OH had the lowest CPC. Banner or display had a significant main effect for state and community type, where OH and urban communities had the highest CPC. Study 2 found significant differences between advertising methods, where social media had higher CTR than banner or display. For social media, urban communities, static format, and local spokespersons had the highest CTR. There were significant differences between all pairs of states, where OH had the highest CTR. For display or banner, static format and local spokespersons had the highest CTR. Conclusions: This analysis provides guidance for digital health campaigns. It examined the performance of opioid use disorder campaigns using CTR and CPC measures, demonstrating utility in future campaign evaluations. Social media was more related to stimulating responses to campaign messages compared to banner or display. State-to-state variations emphasized the importance of message pilot testing. Using local spokespersons versus stock spokespersons is recommended.