"Challenging the assumption that a viewer's attention is limited once the television screen is idle, LG Ad Solutions tested the assumption and found that Screensaver ads drove on average a 2.5 times higher lift in brand awareness."
"Idle time isn't wasted time anymore thanks to the novel ad format," LG Ad Solutions explained, emphasizing the transition of inactive screens into potential advertisement space.
"93% of TV viewers are doing so while watching doing other things like messaging, shopping, browsing social media or playing games on their phones," revealing how LG is targeting distracted viewers.
Ads can be turned off through the TVs settings by browsing to Settings > Additional Settings > Screen Saver Promotion, although it's unclear if this disables ads entirely.
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