LG Ad Solutions has introduced Native Screensaver Ads, a full-screen ad experience across LG Smart TVs’ Home Screen, LG Channels, and Content Store.

Challenging the belief that viewers lose attention when the TV is idle, LG Ad Solutions found that Screensaver Ads deliver, on average, a 2.5 times higher increase in brand awareness.

Ed Wale, VP of International, LG Ad Solutions, said: “Screensaver ads are proving that even when the TV is idle, viewers remain engaged. Our research highlights a compelling shift in viewer behaviour—showing that screensaver ads on LG Smart TVs can significantly enhance brand visibility and awareness.

“With 93% of viewers multitasking during TV time, this format ensures brands remain front and center, leveraging every moment of screen presence effectively. The lift in brand metrics we’ve observed underscores the value of this innovative approach to TV advertising.”

This premium Smart TVs are creating numerous opportunities for advertisers to engage with audiences beyond the traditional 30-second ad spot.

Chris Weiland, Director of Product Marketing at LG Ad Solutions, stated: 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 utilised 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.”