According to LG’s advertising arm, LG AD Solutions, the screen saver ads are activated “on the home screen, LG channels and content store on LG smart TVs.” The challenge is to capitalize on “idle screen time, turning what might be perceived as downtime into a valuable engagement opportunity.” LG AD Solutions claims to have commissioned testing showing that screensaver ads “drive 2.5x higher brand awareness on average.”
In a statement, LG AD Solutions Director Dave Rudnick seemed to acknowledge that people whose TVs display screensavers are often trying to do something other than watch ads.
“In the past, a screen saver ad might indicate that viewers have left the room, but today’s viewing habits are significantly different,” he said. “Now, 93 percent of viewers are multitasking while watching TV, doing things like texting, shopping, browsing social media, or playing games on their phones.”
Television advertisement. The next generation
The addition of screen saver ads that users can turn off may seem like a relatively minor disruption as far as TV operating system (OS) ads go. But inclusion new advertising formats In a variety of TV OSes angles is slippery slope. Some TV brands are equal is more focused on advertising rather than selling equipment. Unfortunately, it’s up to OS carriers and TV OEMs to decide where the line is, including for TVs already purchased. User and advertiser interests do not always align, making third-party ad-free TV streaming platforms such as Apple TV increasingly scarce gems.
LG is expanding its business to sell and track advertising displayed on LG TVs. It partners with Nielsen, which sends the automatic content recognition data collected From LG TVs to Nielsenfor example In addition, LG boasts that it plans to transform from a hardware business into a “media and entertainment platform” that includes advertising sales. The South Korean company also reported strong interest to shop in TV commercials.
