Generation Z users' attitudes towards online video advertising : Youtube video platform

Abstract: Generation Z has been in a high-pressure environment for a long time, whether studying or working, and everyone is in a fast-paced attitude of life. The online world, especially video software, is very popular among the Generation Z crowd because these video software can provide fast, convenient, and decompressed content. And when browsing videos, one thing that has to be mentioned is the advertisements. The frequent presence of ads has led to the rapid growth of membership on various platforms. However, YouTube is the most popular video sharing platform in the world. This paper investigates the attitude of the Generation Z user group towards online video ad placement on YouTube. Also, this paper studies and analyzes the value perceptions of Generation Z users. Also, this paper investigates whether users are equally influenced by the experience of ads on similar video software platforms and whether they have common influencing factors. This paper focuses on the impact of three ad delivery methods on Generation Z users' experience, including skippable ads, non-skippable ads, and five-second skippable ads. This paper will use qualitative research methods to conduct one-on-one interviews with respondents to study and analyze the results.