Does Digital Video Advertising Increase Population-Level Reach of Multimedia Campaigns? Evidence From the 2013 Tips From Former Smokers Campaign

Kevin C Davis   ¹ , MA ;   Paul R Shafer   ^{1, 2} , MA ;   Robert Rodes   ³ , MS ;   Annice Kim   ¹ , MPH, PhD ;   Heather Hansen   ¹ , MPP ;   Deesha Patel   ³ , MPH ;   Caryn Coln   ⁴ , MCIS, PMP ;   Diane Beistle   ³ , BA

¹ Center for Health Policy Science and Tobacco Research, RTI International, Research Triangle Park, NC, United States

² Department of Health Policy and Management, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, Chapel Hill, NC, United States

³ Office on Smoking and Health, Centers for Disease Control and Prevention, Atlanta, GA, United States

⁴ Northrop Grumman Information Systems, Atlanta, GA, United States