LG smart TVs have reportedly started showing ads to users on the screensaver screen. LG Ad Solutions, the company’s brand-focused subsidiary, announced the move earlier this month, and the ads appear to have reached the company’s smart TVs. Namely, the company pointed out that displaying screen saver ads will make better use of the idle screen and engage users. The consumer technology company also said that running these ads can increase brand awareness and customer perception.
LG smart TVs showing screen saver ads
Earlier this month, LG Ad Solutions announced the launch of Native Screensaver Ads, a full-screen advertising experience that activates on the home screen of LG Smart TVs. The company added that this “ad format capitalizes on idle screen time, turning what may be perceived as a period of downtime into a valuable opportunity for engagement.”
According to a report by Flatpanelshd, users are now seeing these ads on their smart TVs, including the high-end G4 OLED TVs. These ads are said to be either carousel or full screen. The content of the ads is said to be unrelated to the TV experience and to be heavily focused on the brand. These screensaver ads allegedly appear before the regular screensaver appears and are localized to the language of the region where the smart TV is installed.
LG Ad Solutions noted in its press release that similar ads will also appear on LG Channels (the company’s free and ad-supported streaming service) and Content Store. Highlighting the decision to introduce these ads, Dave Rudnick, chief technology officer at LG Ad Solutions, said: “Now 93% of viewers are multitasking while watching TV, engaging in activities such as texting, shopping, browsing social media or playing games on Through testing, we’ve confirmed that screen saver ads are a valuable opportunity for brands to be front and center on the biggest screen in the room.”
Notably, many streaming platforms, including Netflix, Amazon Prime and Disney+ Hotstar, have tiers that support ads or show ads between shows. Technically, users do not own the content on these platforms and do not pay for the service, which is how these companies justify their ad revenue. However, LG’s decision to show ads on the screen saver is unique in the consumer tech space because users have to watch ads despite having paid for the smart TV in advance.