Advertising campaign on a major internet search engine to promote colorectal cancer screening
http://www.100md.com
《英国医生杂志》
1 Division of Cancer Prevention and Control, National Center for Chronic Disease Prevention and Health Promotion, Centers for Disease Control and Prevension, 4770 Buford Highway, NE, MS K-55, Atlanta GA30341, USA, 2 Yahoo!, 3715 Northside Parkway NW, Building 300, Suite 800, Atlanta GA 30327, USA, 3 Ogilvy Public Relations Worldwide, 1901 L Street, NW, Suiite 300, Washington DC 20036, USA
Correspondence to: C P Cooper ccooper@cdc.gov
Introduction
From the moment the first advertisement was posted on Yahoo! we tracked the number of times advertisements were displayed ("audience exposures") and the number of visits to the SFL website that resulted from use of the hyperlink in the advertisements. For comparison data, we also monitored daily visits to the website for three months before and after the campaign, so the whole monitoring period lasted 1 March to 31 August. We tracked campaign costs using vendor invoices.
During the six week campaign, the advertisements were displayed 29 673 418 times. Of these audience exposures, the CDC paid for 25 495 000 (first phase); Yahoo! donated the rest (second phase).
In total, 26 697 visits to the SFL website resulted from use of the hyperlink in the advertisements. The mean number of daily visits during the pre-campaign period was 418; that number tripled (to 1282) during the first (CDC funded) phase and doubled (to 992) during the second (donation) phase (figure). Visits resulting from use of the hyperlink in the advertisements accounted for half of the total website traffic during the six week campaign. By using a "bookmark" or hyperlink established on a personal computer, some visitors continued to enter the SFL website through the hyperlink in the advertisments during periods when the advertisements were not posted on Yahoo!; bookmarked entries accounted for 6% of visits during the break between the two campaign phases and 1% of visits during the post-campaign period.
Mean number of visits per day to the Centers for Disease Control and Prevention's "Screen for Life" website, by campaign period, 2002
The total cost of the campaign was $64 627 (￡35 400; 52 500)—$22 127 for converting existing SFL materials into 12 internet advertisements and $42 500 for advertising space on Yahoo!. Thus, the total cost per audience exposure was $0.002 and the total cost per visit resulting from use of the hyperlink in the advertisements was $2.42.
Comment
Yahoo! Yahoo! First quarter 2003 financial highlights. Sunnyvale, CA: Yahoo!, 2003.
Bannan KJ. Search engines' positive results drive price wars. B to B 2003;88(10 Mar): 18-20.
Krishnamurthy S. Deciphering the internet advertising puzzle. Marketing Management 2000;9: 34-9.
Centers for Disease Control and Prevention. Donated television airplay of colorectal cancer education public service announcements—United States, 1999-2002. MMWR Morb Mortal Wkly Rep 2003;52: 196-9.
Jorgensen CM, Gelb CA, Merritt TL, Seeff LC. Observations from the CDC: CDC's Screen for life: a national colorectal cancer action campaign. J Women's Health Gend Based Med 2001;10: 417-22.(Crystale Purvis Cooper, b)
Correspondence to: C P Cooper ccooper@cdc.gov
Introduction
From the moment the first advertisement was posted on Yahoo! we tracked the number of times advertisements were displayed ("audience exposures") and the number of visits to the SFL website that resulted from use of the hyperlink in the advertisements. For comparison data, we also monitored daily visits to the website for three months before and after the campaign, so the whole monitoring period lasted 1 March to 31 August. We tracked campaign costs using vendor invoices.
During the six week campaign, the advertisements were displayed 29 673 418 times. Of these audience exposures, the CDC paid for 25 495 000 (first phase); Yahoo! donated the rest (second phase).
In total, 26 697 visits to the SFL website resulted from use of the hyperlink in the advertisements. The mean number of daily visits during the pre-campaign period was 418; that number tripled (to 1282) during the first (CDC funded) phase and doubled (to 992) during the second (donation) phase (figure). Visits resulting from use of the hyperlink in the advertisements accounted for half of the total website traffic during the six week campaign. By using a "bookmark" or hyperlink established on a personal computer, some visitors continued to enter the SFL website through the hyperlink in the advertisments during periods when the advertisements were not posted on Yahoo!; bookmarked entries accounted for 6% of visits during the break between the two campaign phases and 1% of visits during the post-campaign period.
Mean number of visits per day to the Centers for Disease Control and Prevention's "Screen for Life" website, by campaign period, 2002
The total cost of the campaign was $64 627 (￡35 400; 52 500)—$22 127 for converting existing SFL materials into 12 internet advertisements and $42 500 for advertising space on Yahoo!. Thus, the total cost per audience exposure was $0.002 and the total cost per visit resulting from use of the hyperlink in the advertisements was $2.42.
Comment
Yahoo! Yahoo! First quarter 2003 financial highlights. Sunnyvale, CA: Yahoo!, 2003.
Bannan KJ. Search engines' positive results drive price wars. B to B 2003;88(10 Mar): 18-20.
Krishnamurthy S. Deciphering the internet advertising puzzle. Marketing Management 2000;9: 34-9.
Centers for Disease Control and Prevention. Donated television airplay of colorectal cancer education public service announcements—United States, 1999-2002. MMWR Morb Mortal Wkly Rep 2003;52: 196-9.
Jorgensen CM, Gelb CA, Merritt TL, Seeff LC. Observations from the CDC: CDC's Screen for life: a national colorectal cancer action campaign. J Women's Health Gend Based Med 2001;10: 417-22.(Crystale Purvis Cooper, b)