Official websites use. Share sensitive information only on official, secure websites. Article reuse guidelines: sagepub. Men who have sex with men MSM increasingly use internet-based websites and geospatial apps to seek sex. Though these platforms may be useful for public health intervention, evaluations of such interventions are rare. We sought to evaluate the online behavior of young MSM of color in Philadelphia and the effectiveness of using ads to link them to DoYouPhilly.
Data collection and analyses were conducted in two phases. First, we performed keyword research and analyzed web browser logs using a proprietary data set owned by Microsoft. Subsequently, we ran a Google Ads campaign using the keywords identified in the preliminary phase, and directed targeted users to the DoYouPhilly.
Test kit advertisements received 5, impressions, clicks, and 18 unique conversions. The condom advertisements received , impressions, 2, clicks, and unique conversions. Online advertisements seemed to affect real-world sexual health behavior, as measured by orders of condoms and test kits, among a group of young MSM living in the same community.
Keywords: big data, e-health, general terms, health behavior, internet, men who have sex with men, MSM, population groups, quantitative methods, sexual health, young adults. Men who have sex with men MSM are increasingly using internet-based websites and geospatial social networking applications to seek sexual and social encounters Grov et al.
Among those who use these apps, MSM use them nearly 3 times as much as men who have sex with women a mean of 22 times per week compared with 8 times per week, respectively; Woo, Consequently, it has been suggested that these platforms are an ideal place for public health messaging and disease intervention geared toward MSM Wohlfeiler et al.
