Maximizing Response Rates to Ads for Free At-Home HIV Testing on a Men-for-Men Geosocial Sexual Networking App: Lessons Learned and Implications for Researchers and Providers

Abstract

Internet-based recruitment can be effective in reaching large numbers of geographically diverse individuals. Geosocial sexual networking apps on smartphones have emerged as the modal way in which men who have sex with men (MSM) meet sex partners, and as venues for sexual health research. We report on the performance of three types of ads—text-only, text with male figure (no face), and text with male figure (with face)—used on a geosocial sexual networking app to advertise free at-home HIV testing and to enroll in an online study. We ran five 2-week-long ads on a popular MSM geosocial app between fall 2017 and spring 2018 (~2.19 million impressions). Ads were evaluated in terms of the click-through rate (CTR = advertisement clicks/advertisement impressions), conversion rates (CR = number of enrolled participants/ad-generated clicks), cost per enrolled participant, and demographic composition of survey respondents. We enrolled n = 4,023 individuals, n = 2,430 of whom completed HIV testing—$6.21 spent on advertising per participant enrolled and $10.29 spent for everyone who completed HIV testing. Cost per enrolled participant was associated with the content of the ad used—ads featuring male figures (with or without a face shown) were more cost efficient than ads featuring text alone. These ads also outperformed text-only ads across a range of metrics, including responsiveness among younger MSM as well as MSM of color. Advertising materials that combine text with images may have greater appeal among priority populations.

Acceptability of an existing online sexually transmitted and blood-borne infection testing model among gay, bisexual and other men who have sex with men in Ontario, Canada

“…For reaching younger GBM and GBM from racialized and/or immigrant communities, a recent study in the US has found that pictured based digital advertisements on social/sexual networking mobile applications used by GBM to be effective in reaching young GBM and GBM of colour. 31 Increased community engagement and leadership in the design, delivery and scale-up of STBBI services may also increase uptake in these communities as well. 32 , 33 We have also found GCO to be a cost-effective alternative for HIV testing among GBM living in Vancouver, BC when compared to clinic-based HIV testing services, 34 which may encourage policy makers to consider implementing a similar service in Ontario.…”

Relative Effectiveness of Social Media, Dating Apps, and Information Search Sites in Promoting HIV Self-testing: Observational Cohort Study

“…Social media and dating apps use blast advertisements with images and text, whereas search engines use text-only promotional content. Researchers attempting to identify the best type of advertisement to reach MSM through the internet for free at-home HIV testing [ 29 ] showed that the click-through rate for a text-only advertisement on Google was 0.38%, whereas that for advertisements with images, such as the ones used in social media and dating apps, was higher, between 0.77% and 2%.…”

Experiences Receiving HIV-Positive Results by Phone: Acceptability and Implications for Clinical and Behavioral Research

“…Enrollment began in October 2017 using ads on men-for-men geosocial networking phone applications (apps) and concluded in June 2018. The cohort and study procedures have been fully described elsewhere [ 33 , 38 , 39 ]. Briefly, core eligibility criteria for enrollment specified that participants were aged 16 to 49; had at least two male sex partners in the prior 3 months; were not currently participating in an HIV vaccine or PrEP clinical trial; were not currently taking PrEP; lived in the U.S. or its territories; were not known to be HIV-positive; had a gender identity other than cisgender female; and reported behavioral risk for HIV.…”

“…These participants were invited to complete a baseline online survey via email. Of those, 6267 (71.6%) completed the baseline survey and received a $15 incentive [ 38 , 39 ]. Following completion of the survey, and for an additional $15 incentive, participants were mailed an at-home biospecimen collection device.…”