LG Smart TVs Now Show Screensaver Ads, Even on High-End Models

LG has begun displaying screensaver ads across its smart TVs, including premium OLED models, according to an official press release and a report from FlatpanelsHD. These ads appear before the screensaver activates, showcasing content from LG's own streaming channel as well as third-party advertisers.

The ads are visible across multiple areas of the LG smart TV interface, including the home screen, LG Channels, and the Content Store. While these ads are enabled by default, users can disable them through the TV's settings.

LG’s New Screensaver Ad Feature

The introduction of screensaver ads wasn't publicly highlighted by LG to consumers, but the company promoted this new feature via its LG Ad Solutions site. According to LG, these ads are effective, driving 2.5 times higher brand awareness compared to traditional ad placements, even when the TV is idle.

While this might be a boon for advertisers, it’s likely to frustrate customers who’ve spent up to $4,500 on a high-end TV. Many users may not even realize the ads can be disabled, as navigating the TV’s settings to turn off features like motion smoothing (commonly known as the "soap opera effect") is often overlooked by casual users.

Ad Insertion and Data Tracking

LG’s push into ad placements is part of a broader strategy to monetize viewing habits. By collecting content-recognition tracking data from its smart TVs and sharing it with companies like Nielsen, LG is positioning itself to generate additional revenue beyond just hardware sales. This move is in line with the company’s recent launch of the LG Ad Solutions division, aimed at discovering new ways to integrate ads and track user behavior.

LG isn’t alone in this trend—other major brands like Samsung, Roku, and TCL have also introduced ads into their smart TV ecosystems. However, consumers may feel less than thrilled about paying premium prices for TVs that come with additional advertisements.

To disable these ads, LG smart TV users can visit their settings menu, but for some, the inconvenience may add to growing frustrations with the increasing presence of ads in digital spaces.