Reports say that the LG smart TVs are starting to show ads to the users on the screensaver screen. This revelation by the corporate company’s subsidiary in branded activities, LG Ad Solutions, was reported last month, and it seems that these ads have now reached the company’s smart TVs screens. Notably, in this respect, the company said that displaying screensaver ads would most make the idle screen useful and attract customers. On this aspect, the consumer tech company added that running these ads can add value to their clients’ brand awareness and perception.
LG Smart TVs Show Screensaver Ads
This month, LG Ad Solutions announced its Native Screensaver Ads: a full-screen advertising experience that activates on the home screen of LG smart TVs. The company further added that “This ad format capitalizes on idle screen time, turning what may be perceived as a period of downtime into a valuable engagement opportunity.”.
According to a report from Flatpanelshd, these ads are showing on user smart TVs, including the top-end G4 OLED TVs. The ads will reportedly be shown in either carousel format or full-screen. Such ads do not have relevance to the content offered by the TV and are more or less brand-focused. Reports said that these ad screensavers appear before the conventional screensaver, and they also come in the language of the region wherein the smart TV is based.
More importantly, LG Ad Solutions mentioned in its press release that the company also posts similar ads on LG Channels, which is the company’s free streaming service and ad-supported channel, as well as Content Store. Said Chief Technology Officer at LG Ad Solutions, Dave Rudnick, presenting these ads, “Now, 93% of viewers multitask while watching TV, whether messaging, shopping, social media browsing or playing games on their phones. Through testing, we validated that Screensaver ads present a great opportunity for brands to be front and centre on the biggest screen in the room.”.
What is remarkable is that all major streaming services from Netflix, Amazon Prime to Disney+ Hotstar, have ad-supported tiers or run ads between the shows. From a purely technical standpoint, the user does not own the content, only pays for a service, but these firms justify their ad-based revenues on that ground. However, in the consumer technology space, what LG has done in coming out and advertising on a screensaver screen is rather unusual as the user had to consume those ads despite having shelled out for the smart television upfront.
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