Table 1. Click Through Rates for In-Home Campaign Campaign Impressions Clicks CTR Google Search 150,276 6,614 4.4% Google Display 1,730,383 25,718 1.5% YouTube 132,857 1,142 .90% Facebook 742,906 7,402 1.0% Instagram 186,851 1,372 .73% Programmatic Display 1,809,431 4,486 .25% The Google campaigns exceeded industry standards for click-through rates, showing that the messages resonated with viewers and led them to click on the ads to get more information on endhivnj.org. Similarly, positive results were obtained through social media and programmatic display campaigns. Given the volume of in-home views, the percentage of the target audience clicking on our digital ads, and the drastic increase in endHIVnj.org site sessions, we conclude that the Take PrEP & Take Charge campaign has already achieved the objectives.