If you own an LG smart TV, I have some not so good news for you. According to a report from FlatpanelsHD, LG’s smart TVs have started displaying full-screen ads before the standard screensaver kicks in when the TV enters idle mode.
These screensaver ads began rolling out earlier this month, including on popular models like the OLED G4. The ads are not limited to the idle mode but also appear across other parts of the LG interface, including the homescreen content store and LG Channels.
The new ad feature promotes both LG products and third-party content, which may not even be related to television or entertainment.
For instance, a muted ad for the LG Channels streaming service was observed, but it’s clear that the scope of these ads could be much broader.
Dave Rudnick, LG Ad Solutions’ technology chief, stated in a press release that these ads performed well in testing and provide a “valuable opportunity for brands to be front and center on the largest screen in the room.”
Why LG Is Introducing These Ads
Dave Rudnick further explained that today’s TV viewing habits have shifted significantly. “In the past, a screensaver ad might have indicated that viewers had left the room, but today’s viewing habits are markedly different,” Rudnick said.
“Now 93% of viewers multitask while watching TV, engaging in activities like messaging, shopping, browsing social media, or playing games on their phones.”
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This insight into viewer behavior seems to justify LG’s decision to push ads during idle moments, making them more visible even when users are not actively engaging with the TV content. It appears that LG is planning to make these ads a regular feature of their smart TV experience.
How to Turn Off the Screensaver Ads on LG TVs
Fortunately, for those who find these ads intrusive, there is a way to turn them off. To disable the screensaver ads on your LG TV, follow these steps:
- Navigate to Settings.
- Go to General.
- Select System Settings.
- Click on Additional Settings.
- Look for the Screen Saver Promotion option and toggle it off.
When the option is off, the bar next to it should no longer be green, meaning you won’t have to deal with the screensaver ads anymore.
This small tweak offers a bit of relief in a time when advertisements on smart devices and streaming platforms seem almost unavoidable.
The Broader Trend of Ads in Smart Devices
It’s not just LG that’s ramping up ads. YouTube recently confirmed that it will be introducing a new type of ad, called “pause ads,” which will appear when users pause videos.
This adds another layer of advertising to YouTube’s already extensive ad load, making it clear that ads on smart platforms and devices are becoming harder to escape.
While it’s possible to disable the screensaver ads on LG TVs, it remains to be seen how pervasive advertising will become across smart platforms in the future. As more companies look to monetize idle screen time and other moments of user engagement, these types of ads may become a norm in the smart device landscape.
For now, LG users have the option to reclaim their screens from these intrusive ads, but the rise in such practices suggests this might be a battle TV owners will continue to face across different brands and platforms.
