Majmundar Anuja, Chu Maya, Perez Cindy, Hoang Yannie, Yuan Jared, Unger Jennifer B, Allem Jon-Patrick
Surveillance and Health Equity Science, American Cancer Society, Inc., United States.
Department of Population and Public Health Sciences, Keck School of Medicine of USC, United States.
Prev Med Rep. 2022 Mar 8;26:101758. doi: 10.1016/j.pmedr.2022.101758. eCollection 2022 Apr.
Social media platforms offer opportunities for targeted health communication ads to improve tobacco and cannabis prevention efforts. This study described tobacco and cannabis-related ads targeted towards adolescents and young adults on Snapchat. Data comprised of publicly available tobacco (n = 70) and cannabis-related (n = 64) ads from Snapchat in 2019. Identified themes included: (Health effects of tobacco or cannabis use), (Adverse financial or legal implications of substance use), (Resources for cessation), Tobacco industry misleads individuals), (Cannabis law reforms or legalization). Ad performance metrics included average (number of views per ad) and (cost per ad). Ads were also categorized by (Government or Advocacy organizations). was the predominant theme followed by among tobacco-related ads. Government organizations sponsored most tobacco-related ads. Tobacco-related ads targeting adolescents received mean = 4,122,071 impressions and cost mean = $10,385.6 per ad. Tobacco-related ads targeting young adults received mean = 2,151,217 impressions and cost mean = $5,382.1 per ad. was a predominant theme among cannabis-related ads followed by . Advocacy organizations sponsored most cannabis-related ads targeting young adults. Cannabis-related ads targeting adolescents received mean = 415,293.8 impressions and cost mean=$793.92 per ad. Cannabis-related ads targeting young adults received mean = 293,267.7 impressions, and cost mean = $740.58. Government and advocacy organization sponsored ads reached millions of adolescents and young adults on Snapchat. Prevention campaigns may consider these number of impressions and cost per ad by theme when designing platform specific ads in the future.
社交媒体平台为有针对性的健康传播广告提供了机会，以加强烟草和大麻预防工作。本研究描述了在Snapchat上针对青少年和年轻人的与烟草和大麻相关的广告。数据包括2019年Snapchat上公开可得的70条烟草相关广告和64条大麻相关广告。确定的主题包括：（烟草或大麻使用的健康影响）、（物质使用的不良财务或法律影响）、（戒烟资源）、（烟草行业误导个人）、（大麻法律改革或合法化）。广告绩效指标包括平均（每条广告的浏览量）和（每条广告的成本）。广告还按（政府或倡导组织）进行分类。在烟草相关广告中，（健康影响）是主要主题，其次是（戒烟资源）。政府组织赞助了大多数烟草相关广告。针对青少年的烟草相关广告平均获得4,122,071次展示，每条广告成本平均为10,385.6美元。针对年轻人的烟草相关广告平均获得2,151,217次展示，每条广告成本平均为5,382.1美元。（大麻法律改革或合法化）是大麻相关广告中的主要主题，其次是（健康影响）。倡导组织赞助了大多数针对年轻人的大麻相关广告。针对青少年的大麻相关广告平均获得415,293.8次展示，每条广告成本平均为793.92美元。针对年轻人的大麻相关广告平均获得293,267.7次展示，每条广告成本平均为740.58美元。政府和倡导组织赞助的广告在Snapchat上覆盖了数百万青少年和年轻人。未来预防活动在设计特定平台广告时，可考虑按主题划分的这些展示量和每条广告的成本。
