LG Starts Showing Screensaver Ads on its Smart TVs

LG makes some of the best smart TVs on the market, with its high-end OLED TVs being praised for their elegant design, vibrant colors, and fast response times. However, TV manufacturers these days are increasingly using their products’ user interface to show ads, and LG’s WebOS platform is no exception.

A recent report from FlatPanelsHD pointed out that LG smart TVs have started showing screensaver ads. The reporter noticed the new ad format before the regular screensaver appeared, and the ad was also localized to the TV’s configured region. In that specific case, the ad was for LG’s own Channels streaming service.

In a press release detailing the new feature earlier this month, LG Ad Solutions explained that this new advertising experience is “turning what may be perceived as a period of downtime into a valuable engagement opportunity.” The company also claimed that screensaver ads were an effective way to increase brand awareness.

“The launch of our Screensaver Ads has been a significant milestone in enhancing viewer engagement on LG Smart TVs,” said Chris Weiland, Director of Product Marketing at LG Ad Solutions. “This full-screen ad format has effectively utilized idle screen time to boost brand visibility. Feedback and study results have validated that these ads capture attention and drive meaningful interactions, making them an integral part of our ad offerings.”

Fortunately, LG’s new screensaver ads can be disabled in settings. And to be fair, WebOS isn’t the only smart TV platform to show ads to its users. Amazon Fire TV, Roku TV, and Google TV are showing ads across the Home Screen and other places. But for a TV manufacturer like LG, these ads are another way to extract money from customers, even those who already paid a high price for a premium product.

WebOS isn’t exclusive to LG TVs as the company has started licensing its smart TV platform to other TV brands back in 2021. If you’re looking for an ad-free smart TV platform today, your best option is probably to get an Apple TV with tvOS.