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Dr Owen Carter

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Dr Owen Carter – PowerPoint PPT presentation

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Title: Dr Owen Carter


1
The Internetthe new battleground for tobacco
control
  • Dr Owen Carter
  • Senior Research Fellow
  • Centre for Behavioural Research in Cancer Control
  • NDRI Tier 1 Research Centre
  • Curtin University of Technology

2
The Internet
1,574,313,184 users (31 Dec 2008)
3
The Internet
1,574,313,184 users (31 Dec 2008)
4
The Internet and Viral Marketing
5
The Internet and Viral Marketing
2 for 1
3 for 2
5 for 4
6
The Internet and Viral Marketing
7
Evil Twin
8
Traditional Tobacco Control Advertising
9
Rubbish
10
Toilet
11
Methodology
  • E-mail to 200 students randomly sent one of the
    ads
  • Students click on link
  • (Hopefully)
  • forward e-mail to friends
  • complete survey

12
Cumulative hits
13
Daily hits
54 of 58 (93)
28 of 40 (70)
48 of 52 (92)
14
Daily hits
and surveys completed
Response Rate 14.8
15
Hits by country (n826)
8.5
1.8
0.7
0.2
9.4
0.1
76.4
3.0
16
Ad more viewed
?2 (1)25.920, plt.001
17
I thought this ad was
clever
funny
plt.05
18
When I saw this ad I was
Yes, a lot(2)
Yes, a little(1)
No(0)
disgusted
revolted
interested
amused
anxious
plt.05
19
Study Conclusion
  • Humour likely to facilitate e-mail dissemination

20
MSN, Yahoo, Meetic and TillLate
21
Nico Clean
22
Smoke by Nico
23
First month
First Year
263,000 hits in first month
24
Top 10 Australian Internet sites
  • Google
  • Facebook
  • Mail Live
  • NineMSN
  • eBay
  • My Space
  • Yahoo
  • Gmail
  • YouTube
  • Microsoft

25
Top 10 Australian Internet sites
  • Google
  • Facebook
  • Mail Live
  • NineMSN
  • eBay
  • My Space
  • Yahoo
  • Gmail
  • Microsoft

YouTube
26
Evolution of Dance posted 2006
114,661,599
Views 114,661,599
Number of Comments 257,054
Rating
27
Mouth Cancer posted July 2006
992,447
Views 992,447
Number of Comments 2,116
Rating
28
Toilet posted July 2007
Experimental Australian Tobacco Control Ad
1,329
3,112
Views 3,112
Number of Comments 4
Rating
29
Rubbish posted July 2007
Experimental Australian Tobacco Control Ad
22,172
Views 22,172
Number of Comments 59
Rating
30
Rubbish vs. Toilet on YouTube
x10
x8
1 month
1¾ years
31
Featured Videos
YouTube Editors review highly rated and recent
videos and take suggestions from members
32
Conclusions
  • Humour is likely to facilitate dissemination
  • Viral campaigns are unlikely to be
    self-sustaining
  • Getting noticed amongst the clutter is the battle
  • 20 million videos on YouTube alone
  • Strategies to get featured
  • Banner advertising helps

33
(No Transcript)
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