Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Impact of APP Splash Screen Ads on User Experience and Media Ecology

Leyi ChenFaculty of Humanities and Arts, Macau University of Science and Technology, Macau, China*

* Corresponding author: [email protected]

Abstract

With the rapid development of mobile Internet, APP splash screen advertisement, as a new form of advertisement, has gradually become an important part of the advertising industry. These advertisements are mandated to display upon user app launch, resulting in high visibility and immediacy. However, many controversies regarding user experience has also been sparked. Beginning with core communication concepts, this paper examines the role and effects of APP splash screen ads in information dissemination, investigating their impact on user behavior, particularly regarding cognitive and attitudinal shifts. In addition, it explores the effects of app splash screen advertising on the media ecology, including user acceptance of advertising and challenges to traditional media models. Through a review of existing literature and case studies, the paper aims to reveal the dynamic role of advertising in the digital communication environment. As such, the paper may propose corresponding optimization strategies and solutions to improve user experience and promote the healthy development of the advertising industry.

Keywords: APP Splash Screen Ads; User Experience; Media Ecology; Digital Media
Published: May 15, 2025
DOI: 10.54254/2753-7064/2025.22864
Volume: CHR Vol.57
pp. 81-86
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