When Advertising Doesn’t Disturb : A Study on Interface Design and User Experience

Digital advertising is a growing industry, but many users experience advertising as intrusive.Previous research has shown that perceived control can affect the experience of advertising,but the correlation with interface design is less explored. This study aims to investigate howinterface design affects the user's experience of video advertising. The focus is on perceivedcontrol, interference and interruption, and time perception. The study uses a qualitative casestudy where user studies and interviews were conducted with 15 participants who evaluateddifferent advertising interfaces. The results show that perceived control has a major impact onhow intrusive advertising is experienced. Skippable advertising is perceived as less annoying,and time indicators can affect time perception. The study provides insights into how interfacedesign can affect the experience of advertising and how digital platforms can improve the userexperience.