LG has started showing screensaver ads on all of its smart TVs, even the more expensive OLED models, according to an LG press release and FlatpanelsHD report. The placement appears before the normal screen saver is activated.
On LG’s streaming channel ad, one FlatpanelsHD The reviewer saw third-party advertisements. The screensaver ads will appear “all over the home screen, LG Channels and Content Store on LG smart TVs,” according to LG. These are now enabled by default but can be disabled in the settings.
LG didn’t promote the new “feature” to the public, but announced it on its LG Ad Solutions site. The company said it “found that screensaver ads drive 2.5 times higher brand awareness…challenging the idea that a viewer’s attention span is limited when the TV screen is idle.”
It might be great for advertisers, but consumers paying up to $4,500 for a high-end TV might not be so enthusiastic. Most TV owners don’t bother to turn off the motion “soap opera effect” on their TVs, so LG believes they won’t have to go into the menus to turn off ads, either.
LG is already tapping into its consumers’ viewing habits by releasing content recognition tracking data collected from its TVs to ratings firm Nielsen. That kind of revenue in the tight-margin business prompted it to launch the LG Ad Solutions division earlier this month, with the goal of finding new ways to display ads and track smart TV users. Other companies are responsible for launching ads in smart TV ecosystems, including Samsung, Roku, TCL and others.
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