Exploring Attention to Digital Ads: How Audiences Attend to and Respond to The Real Cost Youth E-Cigarette Prevention Campaign Ads.

ABSTRACT:

Introduction

This study examined visual attention to and recognition of The Real Cost Youth E-cigarette Prevention Campaign ads in simulated, naturalistic digital media environments.

Methods

In 2024, a convenience sample of 2,040 individuals aged 18-24 years in the U.S. was exposed to a campaign ad in 1 of 4 simulated digital media environments (YouTube skippable and nonskippable, Instagram Reels and Stories). Participants' cameras captured facial coding measurements (e.g., attention), and a survey captured brand and ad recognition. Analyses included descriptive statistics and statistical testing (z-scores for categorical outcomes, independent t-tests for continuous outcomes) to compare outcomes for ad placements.

Results

Nonskippable YouTube ads captured the most att

SUBMITTER: Petrun Sayers EL 

PROVIDER: S-EPMC12947062 | biostudies-literature | 2026 Jan

REPOSITORIES: biostudies-literature