LG's new initiative, Native Screensaver Ads, takes advantage of idle screen time, dramatically altering the traditional purpose of televisions to include advertisements.
Dave Rudnick, CTO of LG Ad Solutions, emphasized that today's viewing habits have shifted, with 93 percent of viewers multitasking, presenting a prime advertising opportunity.
Data from a study showed that screensaver ads can significantly improve brand awareness, especially among specific demographics, indicating advertisers’ interest in utilizing this feature.
Although this feature aims to maximize advertising revenue, consumers can opt out by disabling it in the TV settings, providing a measure of user control.
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