LG has started showing screensaver ads on all its smart TVs, even expensive OLED models, according to an LG press release and a FlatpanelsHD report. T

LG Smart TVs bring ads to the screensaver

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2024-09-27 03:00:03

LG has started showing screensaver ads on all its smart TVs, even expensive OLED models, according to an LG press release and a FlatpanelsHD report. The placements appear before the regular screensaver activates.

On top of an ad for LG's own streaming channel, one FlatpanelsHD reviewer spotted third-party ads. The screensaver ads will appear "across the home screen, LG Channels and Content Store on LG smart TVs," according to LG. These are now turned on by default but can be disabled in the settings.

LG didn't promote the new "feature" to the public, but it did herald it on its LG Ad Solutions site. The company said it "found that screensaver ads drove on average 2.5 times higher lift in brand awareness... challenging the assumption that that a viewer's attention is limited once the television screen is idle."

It may be great for advertisers, but buyers paying up to $4,500 for a high-end TV may not be so keen. Many TV owners never bother to turn off the motion smoothing "soap opera effect" on their TVs, so LG may believe they won't dive into the menus to turn off the ads, either.