Idle Time Isn’t Wasted Time – LG Ad Solutions Finds that Screensaver Ads are In-Fact Effective

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New York, NY, Thursday, September 5, 2024 – LG Ad Solutions, the leader in Connected TV (CTV) and cross-screen advertising, launched Native Screensaver Ads, a full-screen advertising experience that activates across the Home Screen, LG Channels and Content Store on LG Smart TVs. This novel ad format capitalizes on idle screen time, turning what may be perceived as a period of downtime into a valuable engagement opportunity.

Challenging the assumption that a viewer’s attention is limited once the television screen is idle, LG Ad Solutions tested the assumption and found that Screensaver ads drove on average a 2.5 times higher lift in brand awareness.

“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.”

To assess the value and impact of this new product launch, a study was conducted, measured by Lucid, testing the hypothesis whether LG TV users recollect the ad, across various demographics. By strategically aligning ad delivery with specific user states, the testing not only found significant brand lift but also conclusively demonstrated that users do indeed pay attention to ads, even during downtime. Additional findings included:

  • 2.9 percentage points lift in Brand Awareness. 2.5X above benchmark.
  • 16.2 percentage points lift in Brand Awareness for Women with a Household Income $80K+.
  • 19.7 percentage points lift in Brand Consideration for Adults 45+.

“The launch of our Screensaver Ads has been a significant milestone in enhancing viewer engagement on LG Smart TVs. 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,” said Chris Weiland, Director of Product Marketing at LG Ad Solutions.

LG Ad Solutions is leading the charge into a new era of interactive television experiences, propelled by the evolution of Smart TVs and the widespread adoption of Connected TV (CTV). Their global, premium Smart TVs are opening up a great deal of new opportunities for advertisers to connect with viewers outside of the traditional 30-second spot. From home screen takeovers to reimagining the status quo, LG Ad Solutions is redefining the possibilities in TV advertising.

About LG Ad Solutions
LG Ad Solutions is a global leader in connected TV and cross-screen advertising, helping brands find hard-to-get unduplicated reach at optimal frequency across the fragmented streaming TV landscape. We bring together LG’s years of experience in delivering world-class smart TVs to consumers worldwide with big TV audience data and Video AI designed to connect brands with audiences across all screens.

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Sara Serbanoiu
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