LG Started Showing Splash Ads on Its Smart TVs
Whether they like them or not, advertising rules the world. This is the reason why so much content is available for free, or at least cheaper . But while it’s one thing to watch an ad before going to a YouTube video, or see an ad around an article, it’s another thing entirely to be forced to see an ad even if you’re not using the product.
Apparently, this is exactly what is happening with LG TVs. While anyone who owns a smart TV may be familiar with seeing more ads while watching TV, LG takes things up a notch. The company now shows ads during splash screens . I guess leaving the TV sitting idle isn’t “free” anymore.
FlatpanelsHD made this discovery while reviewing the LG G4 OLED TV. These ads appear full screen and then return to the splash screen you’d expect to see. FlatpanelsHD saw full-screen ads for LG Channels, LG’s free streaming service that includes ads, but LG confirmed there may also be ads from third-party partners.
While FlatpanelsHD may have been one of the first to see this ad, it is no secret. In fact, LG Ad Solutions announced this initiative on September 5th in a post titled ” Downtime Isn’t a Waste of Time: LG Ad Solutions Believes Bumper Ads Are Actually Effective .” The program even has a name “Native Screensaver Ads” and it works on the home screen, LG channels and the content store on LG Smart TVs. According to the ad, native bumper ads turn “what may be perceived as downtime into a valuable engagement opportunity.” Chill.
LG Ad Solutions is very excited about this initiative, claiming that these targeted ads increase customer engagement across multiple categories. The idea is that people no longer leave the room when the TV is not on: they do other things, such as messaging, playing games or shopping. So displaying ads on a huge screen in your peripheral vision means companies like LG can try to reach a different audience.
This is all well and good, but for me, and I would argue with many people, this idea is simply a step too far. I didn’t buy my LG TV to encourage me to buy anything: I purposefully watch shows and movies ( and play games from time to time ) on it. It’s insulting to think that I want my TV to always be on in the background and be content with constant targeted advertising in my space. If you feel the same way, good news: there is a way to block these ads.
How to disable LG screensaver ads
If you have an LG Smart TV, go to your device’s Settings and select Advanced Settings . If this applies to your TV, you should see a Promote Screensaver option. Turn it off and you’ll be freed from idle shopping incentives.