LG’s
smart
TVs
are
starting
to
display
full-screen
ads
before
the
conventional
screensaver
kicks
in
when
entering
idle
mode.
The
native
screensaver
ads
started
rolling
out
to
LG’s
smart
TVs
earlier
this
month,
including
OLEDs
like
the
new
G4
model,
and
will
appear
across
the
homescreen,
content
store,
and
LG
Channels.
The
feature
will
advertise
both
LG’s
own
products
—
with
FlatpanelsHD
reporting
it
saw
a
muted
ad
for
the
LG
Channels
streaming
service
—
and
those
from
third
parties
that
may
be
unrelated
to
TV
or
entertainment
entirely.
In
a
press
release,
LG
Ad
Solutions’
technology
chief,
Dave
Rudnick,
said
that
the
ads
were
effective
in
testing
and
“present
a
valuable
opportunity
for
brands
to
be
front
and
center
on
the
largest
screen
in
the
room.”
“In
the
past,
a
screensaver
ad
might
have
indicated
that
viewers
had
left
the
room,
but
today’s
viewing
habits
are
markedly
different,”
said
Rudnick.
“Now,
93
percent
of
viewers
multitask
while
watching
TV,
engaging
in
activities
like
messaging,
shopping,
browsing
social
media,
or
playing
games
on
their
phones.”
As
noted
by
FlatpanelsHD,
the
current
screensaver
ads
can
be
switched
off
by
clicking
on
“Additional
Settings”
under
the
TV
settings
menu
and
disabling
the
“Screen
Saver
Promotion”
toggle.
It
isn’t
clear
which
regions
or
specific
smart
TV
models
support
the
new
screensaver
ads,
but
LG
has
previously
said
it’s
bringing
more
ads
generally
to
the
webOS
platform
running
on
over
200
million
smart
TVs
globally
toward
the
end
of
this
year.
LG
TVs
are
known
to
be
fairly
egregious
when
it
comes
to
advertising
—
full
audio
auto-playing
ads
have
been
a
feature
on
LG’s
app
store
for
over
three
years.
But
with
LG
now
planning
to
bring
its
webOS
platform
to
more
third-party
TVs
and
even
its
own
non-TV
hardware
within
the
next
five
years,
we
may
start
seeing
a
whole
lot
more
of
them.
(Originally posted by Jess Weatherbed)
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