An Empirical Comparison of Technologically Mediated Advertising in Under-connected Populations

Mustafa Naseem; Bilal Saleem; Sacha St-Onge Ahmad; Jay Chen; Agha Ali Raza

doi:10.1145/3313831.3376683

An Empirical Comparison of Technologically Mediated Advertising in Under-connected Populations

Mustafa Naseem, Bilal Saleem, Sacha St-Onge Ahmad, Jay Chen, Agha Ali Raza

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

Information and Communication Technology interventions have the potential to improve outcomes in health and other development sectors in low-income settings. Large-scale impact, however, remains the central challenge for the HCI4D community as significant and diverse resources are typically required to scale such interventions beyond the pilot stage. In contrast, voice-based entertainment services accessible over simple phones, designed for similarly low-income, low-literate populations manage to scale 'virally' to tens of thousands of users with little to no advertising cost. Our study compares the outcomes of using voice-based entertainment to spread a maternal-health hotline against conventional advertisement channels including paper flyers, posters, radio, TV, social media and robocalls. Through an 11-week deployment in Pakistan where the hotline reached 21,770 users over 32,625 calls, we find that the entertainment service outperformed other channels on all popular user acquisition metrics, with the exception of robocalls, which lead in terms of spread.

Original language	English (US)
Title of host publication	CHI 2020 - Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems
Publisher	Association for Computing Machinery
ISBN (Electronic)	9781450367080
DOIs	https://doi.org/10.1145/3313831.3376683
State	Published - Apr 21 2020
Event	2020 ACM CHI Conference on Human Factors in Computing Systems, CHI 2020 - Honolulu, United States Duration: Apr 25 2020 → Apr 30 2020

Publication series

Name	Conference on Human Factors in Computing Systems - Proceedings

Conference

Conference	2020 ACM CHI Conference on Human Factors in Computing Systems, CHI 2020
Country/Territory	United States
City	Honolulu
Period	4/25/20 → 4/30/20

Keywords

advertisement
banners
flyers
hci4d
ict4d
interactive voice response
ivr
low-literate
mobile phone
pakistan
radio
robocalls
social media
television
tv
under-connected

ASJC Scopus subject areas

Computer Graphics and Computer-Aided Design
Human-Computer Interaction
Software

Access to Document

10.1145/3313831.3376683

Cite this

Naseem, M., Saleem, B., St-Onge Ahmad, S., Chen, J., & Raza, A. A. (2020). An Empirical Comparison of Technologically Mediated Advertising in Under-connected Populations. In CHI 2020 - Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems Article 3376683 (Conference on Human Factors in Computing Systems - Proceedings). Association for Computing Machinery. https://doi.org/10.1145/3313831.3376683

An Empirical Comparison of Technologically Mediated Advertising in Under-connected Populations. / Naseem, Mustafa; Saleem, Bilal; St-Onge Ahmad, Sacha et al.
CHI 2020 - Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems. Association for Computing Machinery, 2020. 3376683 (Conference on Human Factors in Computing Systems - Proceedings).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Naseem, M, Saleem, B, St-Onge Ahmad, S, Chen, J & Raza, AA 2020, An Empirical Comparison of Technologically Mediated Advertising in Under-connected Populations. in CHI 2020 - Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems., 3376683, Conference on Human Factors in Computing Systems - Proceedings, Association for Computing Machinery, 2020 ACM CHI Conference on Human Factors in Computing Systems, CHI 2020, Honolulu, United States, 4/25/20. https://doi.org/10.1145/3313831.3376683

Naseem M, Saleem B, St-Onge Ahmad S, Chen J, Raza AA. An Empirical Comparison of Technologically Mediated Advertising in Under-connected Populations. In CHI 2020 - Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems. Association for Computing Machinery. 2020. 3376683. (Conference on Human Factors in Computing Systems - Proceedings). doi: 10.1145/3313831.3376683

@inproceedings{1e2c800f28cf41f08c34c67087dad8c5,

title = "An Empirical Comparison of Technologically Mediated Advertising in Under-connected Populations",

abstract = "Information and Communication Technology interventions have the potential to improve outcomes in health and other development sectors in low-income settings. Large-scale impact, however, remains the central challenge for the HCI4D community as significant and diverse resources are typically required to scale such interventions beyond the pilot stage. In contrast, voice-based entertainment services accessible over simple phones, designed for similarly low-income, low-literate populations manage to scale 'virally' to tens of thousands of users with little to no advertising cost. Our study compares the outcomes of using voice-based entertainment to spread a maternal-health hotline against conventional advertisement channels including paper flyers, posters, radio, TV, social media and robocalls. Through an 11-week deployment in Pakistan where the hotline reached 21,770 users over 32,625 calls, we find that the entertainment service outperformed other channels on all popular user acquisition metrics, with the exception of robocalls, which lead in terms of spread.",

keywords = "advertisement, banners, flyers, hci4d, ict4d, interactive voice response, ivr, low-literate, mobile phone, pakistan, radio, robocalls, social media, television, tv, under-connected",

author = "Mustafa Naseem and Bilal Saleem and {St-Onge Ahmad}, Sacha and Jay Chen and Raza, {Agha Ali}",

note = "Publisher Copyright: {\textcopyright} 2020 ACM.; 2020 ACM CHI Conference on Human Factors in Computing Systems, CHI 2020 ; Conference date: 25-04-2020 Through 30-04-2020",

year = "2020",

month = apr,

day = "21",

doi = "10.1145/3313831.3376683",

language = "English (US)",

series = "Conference on Human Factors in Computing Systems - Proceedings",

publisher = "Association for Computing Machinery",

booktitle = "CHI 2020 - Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems",

}

TY - GEN

T1 - An Empirical Comparison of Technologically Mediated Advertising in Under-connected Populations

AU - Naseem, Mustafa

AU - Saleem, Bilal

AU - St-Onge Ahmad, Sacha

AU - Chen, Jay

AU - Raza, Agha Ali

PY - 2020/4/21

Y1 - 2020/4/21

N2 - Information and Communication Technology interventions have the potential to improve outcomes in health and other development sectors in low-income settings. Large-scale impact, however, remains the central challenge for the HCI4D community as significant and diverse resources are typically required to scale such interventions beyond the pilot stage. In contrast, voice-based entertainment services accessible over simple phones, designed for similarly low-income, low-literate populations manage to scale 'virally' to tens of thousands of users with little to no advertising cost. Our study compares the outcomes of using voice-based entertainment to spread a maternal-health hotline against conventional advertisement channels including paper flyers, posters, radio, TV, social media and robocalls. Through an 11-week deployment in Pakistan where the hotline reached 21,770 users over 32,625 calls, we find that the entertainment service outperformed other channels on all popular user acquisition metrics, with the exception of robocalls, which lead in terms of spread.

AB - Information and Communication Technology interventions have the potential to improve outcomes in health and other development sectors in low-income settings. Large-scale impact, however, remains the central challenge for the HCI4D community as significant and diverse resources are typically required to scale such interventions beyond the pilot stage. In contrast, voice-based entertainment services accessible over simple phones, designed for similarly low-income, low-literate populations manage to scale 'virally' to tens of thousands of users with little to no advertising cost. Our study compares the outcomes of using voice-based entertainment to spread a maternal-health hotline against conventional advertisement channels including paper flyers, posters, radio, TV, social media and robocalls. Through an 11-week deployment in Pakistan where the hotline reached 21,770 users over 32,625 calls, we find that the entertainment service outperformed other channels on all popular user acquisition metrics, with the exception of robocalls, which lead in terms of spread.

KW - advertisement

KW - banners

KW - flyers

KW - hci4d

KW - ict4d

KW - interactive voice response

KW - ivr

KW - low-literate

KW - mobile phone

KW - pakistan

KW - radio

KW - robocalls

KW - social media

KW - television

KW - tv

KW - under-connected

UR - http://www.scopus.com/inward/record.url?scp=85086889027&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85086889027&partnerID=8YFLogxK

U2 - 10.1145/3313831.3376683

DO - 10.1145/3313831.3376683

M3 - Conference contribution

AN - SCOPUS:85086889027

T3 - Conference on Human Factors in Computing Systems - Proceedings

BT - CHI 2020 - Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems

PB - Association for Computing Machinery

T2 - 2020 ACM CHI Conference on Human Factors in Computing Systems, CHI 2020

Y2 - 25 April 2020 through 30 April 2020

ER -

An Empirical Comparison of Technologically Mediated Advertising in Under-connected Populations

Abstract

Publication series

Conference

Keywords

ASJC Scopus subject areas

Access to Document

Other files and links

Fingerprint

Cite this