Cooper Crystale Purvis, Gelb Cynthia A, Chu Jennifer
Soltera Center for Cancer Prevention and Control, 9566 N. Placita Roca de Bronce, Tucson, AZ, 85704, USA.
Division of Cancer Prevention and Control, National Center for Chronic Disease Prevention and Health Promotion, Centers for Disease Control and Prevention, 4770 Buford Highway, NE, MS F-76, Atlanta, GA, 30341, USA.
J Cancer Educ. 2016 Sep;31(3):602-4. doi: 10.1007/s13187-015-0830-3.
The quality and accuracy of health content posted on YouTube varies widely. To increase dissemination of evidence-based gynecologic cancer information to US YouTube users, the Centers for Disease Control and Prevention (CDC) sponsored two types of advertisements: (1) pre-roll videos that users had to watch for at least 5 s before seeing a video they selected and (2) keyword-targeted listings that appeared in search results when users entered terms related to gynecologic cancer. From July 2012 to November 2013, pre-roll videos were shown 9.2 million times, viewed (watched longer than the mandatory 5 s) 1.6 million times (17.6 %), and cost $0.09 per view. Keyword-targeted listings were displayed 15.3 million times, viewed (activated by users) 59,766 times (0.4 %), and cost $0.31 per view. CDC videos in advertisements played completely in 17.0 % of pre-roll video views and 44.4 % of keyword-targeted listing views. Advertisements on YouTube can disseminate evidence-based cancer information broadly with minimal cost.
YouTube上发布的健康内容质量和准确性差异很大。为了向美国YouTube用户更多地传播循证妇科癌症信息，美国疾病控制与预防中心（CDC）投放了两种广告：（1）插播视频，用户在观看自己选择的视频前必须至少观看5秒；（2）关键词定向列表，当用户输入与妇科癌症相关的术语时，会出现在搜索结果中。2012年7月至2013年11月，插播视频展示了920万次，观看次数（观看时长超过强制的5秒）为160万次（17.6%），每次观看成本为0.09美元。关键词定向列表展示了1530万次，观看次数（由用户激活）为59766次（0.4%），每次观看成本为0.31美元。广告中的CDC视频在17.0%的插播视频观看和44.4%的关键词定向列表观看中完整播放。YouTube上的广告能够以最低成本广泛传播循证癌症信息。
