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Platform and Targeting: More Lessons Learned for Internet Advertising

Looking to recruit youth for research studies? Harness the power of internet advertising in your recruitment efforts. 

Caricature of Genevieve Martinez-Garcia

By Genevieve Martínez-García, PhD

January 9, 2020

This is part four of a series. Miss something? Check it out:

Each video in this elearning series is super-short and easy to follow. Although the elearning videos follow a sequence, you don’t have to follow them in order. You can view them at your own pace, picking up wherever it makes the most sense for you.

Lesson 4: Platform Follows Audience

Platform follows audience. Just because statistics may indicate that youth spend more time on one platform over the other, they may not click on those ads. Launch your ads in the platforms you think may perform well, and then see how it goes.

Follow along as our Director of Innovation and Research, Genevieve Martínez-García, shares lessons learned for how to effectively recruit youth into programs and research studies using internet advertising. Gain some tips to get started with internet advertising. 

Lesson 6: Targeting Ain’t Perfect

Just because you specify a certain population in your adveristing doesn’t mean that they will actually see the ad. For example, race and ethnicity is determined by Facebook based on people’s content on Facebook. This is what they call multicultural affinity. It’s estimated, not self-reported.

Each video in this 8-part elearning series is super-short and easy to follow. Although the videos follow a sequence, you don’t have to follow them in order. View them at your own pace, picking up wherever it makes the most sense for you.

Ready for more? We’ll be highlighting more of these lessons in our blog posts over the next few weeks, but you don’t have to wait for us. The full elearning series is available now!

Want even more? Let us know how we can help you get started with internet advertising!

Genevieve Martínez-García, PhD, is the Healthy Teen Network Director of Innovation and Research and is committed to shaking things up and bringing innovation to our field. If her kids grant her any downtime, you can find her on her yoga mat, planning a trip, or working on a house project. Read more about Genevieve