LG has initiated the display of screensaver ads on all its smart TVs, including high-end OLED models, as reported in an LG press release and a FlatpanelsHD report. These ads show up before the regular screensaver kicks in and include promotions for LG’s streaming channel as well as third-party advertisements. LG confirmed that these screensaver ads will be visible across various sections on LG smart TVs but can be disabled in the settings. Although LG did not actively publicize this new ad feature, they did mention it on their LG Ad Solutions website, touting the increased brand awareness it generates. While this may be beneficial for advertisers, customers who have paid top dollar for premium LG TVs might not be too pleased. LG is already collecting viewing data from its TVs and sharing it with Nielsen, prompting the launch of the LG Ad Solutions division to explore new advertising and tracking strategies for smart TV users. Similar practices have been observed in other companies like Samsung, Roku, TCL, and more who also display ads in their smart TV ecosystems.
