LG Ad Solutions has introduced Native Screensaver Ads on LG Smart TVs, a new advertising format that turns idle screen time into a powerful tool for brand engagement. Unlike traditional ad spots that rely on direct viewer attention, screensaver ads are displayed during moments when the TV is on but not actively being watched, such as when viewers are multitasking. This ad format creates opportunities for brands to stay top-of-mind even when audiences aren’t fully engaged with their screens.
Why Screensaver Ads Matter
According to LG Ad Solutions, this innovative approach to Connected TV (CTV) advertising can yield a significant lift in brand awareness, with a 2.5x increase recorded compared to traditional ads. The screensaver ads, which take over the entire TV screen during idle moments, have been shown to attract attention even when viewers are engaging in secondary activities like shopping, messaging, or browsing on other devices. In fact, multitasking behavior, which often distracts from standard ad formats, seems to complement the impact of screensaver ads.
For marketers, this offers a new avenue to reach audiences in a less intrusive, more passive way. One of the key findings in LG’s research is that these ads perform particularly well among high-income women and adults over the age of 45, making them a valuable tool for brands targeting premium audiences.
Impact on Marketers
For digital marketers, the introduction of screensaver ads signals a broader shift in how to approach idle screen time. Traditionally, marketers have focused on highly targeted, interactive ads designed to capture full viewer attention, such as pre-roll and mid-roll ads on CTV. However, screensaver ads represent a shift toward passive engagement—offering a brand experience that doesn’t require active attention but still leaves a lasting impression.
Marketers can now reach consumers during non-traditional viewing moments, and this opens up new possibilities for engagement. Given the lift in brand awareness and consideration, screensaver ads can be a highly effective tool for maintaining brand presence and reinforcing messaging. This format allows brands to keep their products and services in front of consumers without interrupting their main activity, making it a more seamless addition to the viewer’s experience.
How Marketers Can Leverage Screensaver Ads
1. Target High-Value Audiences: The data from LG suggests that screensaver ads are particularly effective for brands looking to engage high-income women and older demographics. Marketers should consider this format when crafting campaigns targeting these audiences, particularly for products and services that require a more premium, subtle touch.
2. Incorporate Idle Time Into Campaigns: With screensaver ads offering 100% share of screen, they’re perfect for brand recall campaigns. Marketers should integrate them into broader CTV strategies to maximize exposure during times when viewers are less engaged with regular programming but still exposed to screens.
3. Adapt Messaging to Passive Viewing: Since viewers are likely multitasking, the creative used in screensaver ads should be simple, visually striking, and easy to understand without sound. Brands that can communicate their value in a straightforward, visually appealing way stand to benefit most from this format.
Screensaver ads on LG Smart TVs offer an untapped opportunity for brands to connect with audiences during idle time. This new format provides a unique way to engage consumers in passive moments and drive higher brand awareness. For marketers looking to reach premium audiences or explore more dynamic ways of leveraging idle screen time, screensaver ads should be an essential part of the digital advertising toolkit.
