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 proceedingConference 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 languageEnglish (US)
Title of host publicationCHI 2020 - Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems
PublisherAssociation for Computing Machinery
ISBN (Electronic)9781450367080
DOIs
StatePublished - Apr 21 2020
Event2020 ACM CHI Conference on Human Factors in Computing Systems, CHI 2020 - Honolulu, United States
Duration: Apr 25 2020Apr 30 2020

Publication series

NameConference on Human Factors in Computing Systems - Proceedings

Conference

Conference2020 ACM CHI Conference on Human Factors in Computing Systems, CHI 2020
CountryUnited States
CityHonolulu
Period4/25/204/30/20

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

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