You may have noticed that many streaming services and platforms are now using a wider variation of ad types. LG‘s webOS is one of those platforms and the company has now confirmed the rolling out of its latest ad format, Screensaver ads.
As the name suggest, these ads are shown when a user has, for whatever reason, stopped engaging and the device enters an idle state. Similar to Amazon Fire TV and Roku’s implementations, LG’s Screensaver ads make use of a full-screen advertising experience.
Prior to launching the new ad type, LG Ad Solutions conducted a study to test whether Screensaver ads were worth rolling out. The results of the study indicated they were very effective, especially in terms of raising brand awareness, leading LG to the conclusion that ‘idle time isn’t wasted time.’ Well, not from the advertiser perspective anyway.
“In the past, a Screensaver ad might have indicated that viewers had left the room, but today’s viewing habits are markedly different. Now, 93% of viewers multitask while watching TV, engaging in activities like messaging, shopping, browsing social media, or playing games on their phones,” said Dave Rudnick, Chief Technology Officer, LG Ad Solutions. “Through testing, we validated that Screensaver ads present a valuable opportunity for brands to be front and center on the largest screen in the room.”
Following the results of the survey, LG has made clear that Screensaver ads are now an important part of the company’s ad portfolio. LG also confirmed that LG smart TV users can expect to see Screensaver ads across the Home Screen, LG Channels and the LG Content Store.
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