Whether we like it or not, ads are a driving force in our world. But whilst it’s now expected that we’ll watch an ad before a YouTube video or see them surrounding a news article, it's another to be subjected to ads even when you're not actively engaging with the product.

That seems to be what’s happening with LG TVs right now. Smart TV owners are no strangers to seeing more ads during their viewing experience, but LG is taking it further. Now, ads are appearing during  screensaver mode.

Research indicates that this form of advertising significantly boosts brand awareness and engagement, with LG reporting a 2.9 percentage point lift in brand awareness​.

It is safe to say however that these screensavers ads are not appreciated by everyone, with many already taking to social media to complain about having a “billboard in our living room”.

Is this really something to get hot under the collar about? Or is it any less intrusive than any of the other advertising we’re hit with?  

First of all, LG customers can turn these ads off if they want to.

In my opinion, screensaver ads are less intrusive than regular spot adverts since they appear during idle moments when the user isn't directly interacting with the TV. This makes them less disruptive than ads that interrupt active viewing.

Manufacturers’ screensaver ads could provide an additional income stream which could lead to innovations or even lower prices on hardware, which would technically benefit customers in the long run. They also create opportunities for TV manufacturers to partner with brands and streaming platforms, expanding the ecosystem of smart TVs and potentially bringing more features, content, or perks to the viewer.

It is certainly possible that, when done thoughtfully, screensaver ads could enhance the smart TV ecosystem without being overly intrusive to the user. But it should be noted that as OLED panels suffer from limited lifetime and image retention (burn-in) issues – so we recommend OLED TV owners to turn off this feature if they leave the TV on for a lot of idle time!

It’s not just manufacturers who are using screensaver advertising however. Many broadcasters are introducing “Pause Ads” into their product list and early indications suggest they are performing well for advertisers, without annoying viewers.

One broadcaster to use this new product is ITVX. These adverts only appear when the viewer pauses a programme, and it stays in place until it is un-paused by the viewer. The average pause time is 3.9 minutes and 60% of pause ads last longer than 60 seconds. As it displays a simple static image it could be considered to be both high impact but also not too intrusive. It is also QR code enabled allowing users to transfer a call-to-action response to their phone.

While screensaver ads on smart TVs may not sit well with all users, they represent a growing trend in how advertisers are utilizing idle moments on smart devices to reach audiences.