Research on the Difference of user Avoidance Behavior of Multi-device Video Advertisement

In the era of multi-screen, users acquire information and entertainment through smartphones, personal computer (PC), tablets and other devices. At present, most of the advertisers distribute the advertisements (ads) to multiple devices in order to cover a larger area of users and achieve better effect, however they ignore the differences in user behavior at different devices. This study explored the different avoidance strategies of users when they faced video ads on PC and mobile phones, which were influenced by both technical and content factors. The purpose of this study was to probe the impact of different devices and advertisement length (ad length) on users' advertising avoidance behavior, and to provide insightful and targeted suggestions for multi-screen advertising placement. This study found that device and ad length were interrelated, and affected users' advertising avoidance behavior together. This study proposed that there were differences in the users' functional positioning of the phone and PC, which may lead to different behaviors of users at different devices. The study suggested that future researchers could investigate the psychological time differences of different device users, and consider the possible impact of multi-device cognitive load on user duration judgment.