LG Ad Solutions Proves Screensaver Ads Drive Brand Engagement
LG Ad Solutions, a leader in Connected TV (CTV) and cross-screen advertising, has unveiled a new ad format called Native Screensaver Ads. Available on LG Smart TVs, these full-screen ads appear during periods of inactivity across the Home Screen, LG Channels, and the Content Store. By capitalizing on idle screen time, these ads transform what may seem like downtime into an impactful opportunity for brand engagement.
What Are Screensaver Ads?
Screensaver ads appear when a TV transitions into an idle state, typically when viewers pause content or stop interacting with the TV for a certain period. Instead of the usual default images or static visuals, LG Smart TVs display these dynamic, full-screen ads, turning moments of inactivity into prime advertising space. This format enables advertisers to reach audiences during times that might otherwise be underutilized.
The Role of Dwell Time in Screensaver Ads
One key factor in the effectiveness of screensaver ads is the concept of “dwell time,” or the amount of time a viewer stays on a particular screen. During idle periods, screensaver ads have an extended dwell time compared to traditional TV ads, which are usually limited to a set duration during a show or break. With screensaver ads, the message stays on the screen longer, providing brands with a unique window of opportunity to capture and maintain viewer attention. This extended dwell time enhances the chance that viewers will absorb the message, even if they’re multitasking.
Changing the Perception of Idle Time
Historically, idle screen time was seen as wasted time—an indication that viewers had left the room. LG Ad Solutions challenged this notion by examining modern viewing habits. Today, 93% of viewers multitask while watching TV, engaging in activities like messaging, shopping, browsing social media, or playing games on their phones, according to Dave Rudnick, Chief Technology Officer at LG Ad Solutions.
In this new reality, screensaver ads allow brands to remain in front of viewers during these multitasking moments. While the viewer may not be directly interacting with the TV, the full-screen ad dominates the room’s largest display, benefiting from prolonged dwell time and ensuring brand visibility.
Proven Effectiveness: Screensaver Ads Drive Brand Awareness
To validate the effectiveness of this new ad format, LG Ad Solutions partnered with research firm Lucid to conduct a study across various demographics. The results showed that screensaver ads successfully engage audiences, even during periods of perceived inactivity.
Key findings from the study include:
- A 2.9 percentage point lift in overall brand awareness, 2.5x higher than industry benchmarks.
- A 16.2 percentage point lift in brand awareness among women with a household income of $80K or more.
- A 19.7 percentage point increase in brand consideration for adults aged 45+.
By capitalizing on both idle time and extended dwell time, screensaver ads provide a valuable engagement opportunity that drives measurable results. “This full-screen ad format has used idle screen time to boost brand visibility, and feedback shows that these ads capture attention and drive meaningful interactions,” said Chris Weiland, Director of Product Marketing at LG Ad Solutions.
A New Frontier in TV Advertising
LG Ad Solutions is pushing the boundaries of CTV and Smart TV advertising, transforming traditional idle moments into high-value brand engagement opportunities. By incorporating extended dwell time into their advertising strategy, LG Ad Solutions enables brands to stay visible for longer periods, increasing the likelihood of brand recall and consideration.
Mr. Rudnick summarized succinctly in conversation with Street Fight, “As an organization, we’re constantly pursuing the intersection of consumer experience and technical innovation. The launch of our Native Screensaver Ads underscores this mission, and reaffirms our belief that the future of TV is an immersive experience with the power and potential to drive meaningful engagement and connection.”
As the television landscape continues to evolve, innovative formats like Native Screensaver Ads are creating new opportunities for advertisers to connect with viewers in meaningful ways—even when the screen seems idle.
