Alliance for Research in Exercise, Nutrition and Activity, 1067University of South Australia, Adelaide, Australia.
Ehrenberg-Bass Institute for Marketing Science, 1067University of South Australia, Adelaide, Australia.
Am J Health Promot. 2021 Jul;35(6):803-808. doi: 10.1177/0890117121997304. Epub 2021 Mar 1.
To evaluate the performance of Facebook advertisements for a physical activity smartphone app at different times of the year.
A repeated cross-sectional study examined the cost and engagement levels of advertisements during 3 time points: Post-Easter , Pre-Summer , and New Year
Advertisements were delivered on Facebook.
The target population was Australian females aged 25-60 years.
Cost was evaluated in terms of reach per dollar. Engagement was evaluated in terms of click-through and app downloads per reach.
ANOVA and Chi-square were used to assess differences in reach per dollar, click-through, and app downloads per reach between time points.
Reach per dollar was highest in Post-Easter, but declined in Pre-Summer and New Year (reach/$ 34.8 vs 31.5 vs 27.5; p = .004). Click-through was highest in New Year followed by Post-Easter, then Pre-Summer (click-through 3.2% vs 1.9% vs 1.2%; p < .001). New Year and Post-Easter advertisements achieved higher app downloads per reach than Pre-Summer (downloads 0.9% vs 0.7% vs 0.3%; p < .001).
Facebook advertisements were cheaper in the first time-point, and appear to be getting more expensive (i.e. declining reach/$). Advertisements in the New Year achieved the highest click-through and app downloads per reach, suggesting a useful time of year to promote physical activity products.
评估在一年不同时间点投放的针对一款身体活动智能手机应用的 Facebook 广告的效果。
一项重复的横断面研究考察了在 3 个时间点（复活节后、夏季前和新年）的广告成本和参与度水平：广告投放的成本和参与度水平。
广告在 Facebook 上投放。
目标人群是年龄在 25-60 岁的澳大利亚女性。
成本以每美元的触达率来评估；参与度以点击率和每次触达的应用下载量来评估。
采用方差分析和卡方检验来评估不同时间点的每美元触达率、点击率和每次触达的应用下载量之间的差异。
复活节后的每美元触达率最高，但在夏季前和新年期间下降（触达/美元 34.8 比 31.5 比 27.5；p =.004）。点击率在新年最高，其次是复活节后，然后是夏季前（点击率 3.2%比 1.9%比 1.2%；p <.001）。新年和复活节后的广告获得的每次触达的应用下载量高于夏季前（下载量 0.9%比 0.7%比 0.3%；p <.001）。
Facebook 广告在第一个时间点更便宜，而且似乎变得越来越昂贵（即触达率下降）。新年的广告获得了最高的点击率和每次触达的应用下载量，表明这是推广身体活动产品的有用时间。
