The American company LG Ad Solutions, a division of the South Korean giant - the manufacturer of LG TVs, specializing in cross-screen advertising and the use of Connected TV (CTV) capabilities for advertising purposes, i.e. the capabilities of television devices with an Internet connection that allow viewers to watch video content, has launched Native Screensaver Ads is a full-screen display of native ads on LG TVs, the time of the so-called downtime of the TV screen. This display is activated on the home screen, LG channels, and in the content store on LG Smart TVs when the TV is not showing anything.

Thus, LG wants to commercialize the idle period of the TV screen. At the same time, LG Ad Solutions does not agree with the assumption that the viewer's attention is distracted when the TV screen is idle. LG Ad Solutions has announced that it has conducted a study that has shown that advertising on the screensavers of a TV screen that is idle is very effective.

"Our experience of displaying ads on the screen saver of a TV screen in idle mode proves that even when the TV is not in use, viewers remain engaged in what is happening on the TV screen. Our research confirms that such advertising on LG Smart TV screensavers can significantly increase brand awareness. With 93 percent of viewers multitasking while watching TV, the idle TV screen ad format is proving to be effective for advertisers," said Ed Wale, vice president of international affairs at LG Ad Solutions.
LG Ad Solutions claims that the effectiveness of advertising on the screensavers of a TV screen in idle mode is 2.5 times higher than a certain benchmark from which the countdown of high advertising effectiveness begins.

"Feedback and research has confirmed that ads on TV screensavers that are idle attract attention and stimulate meaningful interaction between the viewer and the advertiser, making them an integral part of our advertising offerings," said Chris Weiland, director of product marketing at LG Ad Solutions.
So, now it will not be possible to avoid advertising in TV screensavers, which is in idle mode. At least in the case of using LG TVs.