LG's Screensaver Ads boost Brand Awareness 2.5x in study

LG Ad Solutions this week unveiled compelling data on the effectiveness of their new Screensaver Ads. Launched on September 5, 2024, just two days ago, these full-screen advertisements appear during idle times on LG Smart TVs, challenging conventional wisdom about viewer engagement during screen downtime.

The innovative ad format, which activates across the Home Screen, LG Channels, and Content Store on LG Smart TVs, has demonstrated a remarkable ability to capture viewer attention even when the television is not actively in use. This development comes at a time when advertisers are constantly seeking new ways to reach audiences in an increasingly fragmented media landscape.

According to the study conducted by LG Ad Solutions in partnership with Lucid, Screensaver Ads drove an average 2.5 times higher lift in brand awareness compared to industry benchmarks. This finding challenges the long-held assumption that viewers are not receptive to advertising during periods when their TV screens are idle.

Dave Rudnick, Chief Technology Officer at LG Ad Solutions, shed light on the changing dynamics of TV viewing habits. "In the past, a Screensaver ad might have indicated that viewers had left the room, but today's viewing habits are markedly different," Rudnick explained. He pointed out that 93% of viewers now multitask while watching TV, engaging in activities such as messaging, shopping, browsing social media, or playing games on their phones.

The study's results reveal several key insights into the effectiveness of Screensaver Ads:

1. Overall brand awareness saw a lift of 2.9 percentage points, which is 2.5 times above the industry benchmark.
2. Women with a household income of $80,000 or more showed a significant 16.2 percentage point lift in brand awareness.
3. Adults aged 45 and above demonstrated a notable 19.7 percentage point lift in brand consideration.
4. Adults with household incomes between $80,000 and $150,000 experienced an 11.2 percentage point lift in ad recall.
5. Male audiences showed a 6.4 percentage point lift in brand consideration.

These findings suggest that Screensaver Ads can be particularly effective for reaching specific demographic groups, offering advertisers new opportunities for targeted messaging.

The introduction of Screensaver Ads represents a strategic move by LG Ad Solutions to capitalize on what was previously considered dead time in the advertising world. By transforming idle screens into valuable advertising real estate, the company is tapping into a potentially lucrative market. This approach aligns with the broader trend in the advertising industry of maximizing every possible touchpoint with consumers.

Chris Weiland, Director of Product Marketing at LG Ad Solutions, emphasized the significance of this launch. "The introduction of our Screensaver Ads has been a pivotal moment in enhancing viewer engagement on LG Smart TVs," Weiland stated. He noted that the full-screen ad format has effectively utilized idle screen time to boost brand visibility, with feedback and study results validating that these ads capture attention and drive meaningful interactions.

The success of Screensaver Ads can be attributed, in part, to the changing nature of television viewing. With the rise of second-screen behaviors, where viewers often use smartphones or tablets while the TV is on, the line between active and passive viewing has blurred. This shift in consumer behavior has created new opportunities for advertisers to reach audiences during moments that were previously considered non-engaging.

LG Ad Solutions' approach to advertising reflects the evolving landscape of Smart TV technology and the widespread adoption of Connected TV. The company's global network of premium Smart TVs is opening up new avenues for advertisers to connect with viewers beyond traditional 30-second commercials. From home screen takeovers to reimagining idle time, LG Ad Solutions is at the forefront of redefining possibilities in TV advertising.

The effectiveness of Screensaver Ads also raises interesting questions about the nature of attention and engagement in the digital age. As consumers become increasingly adept at multitasking and splitting their attention between multiple screens, advertisers must adapt their strategies to capture fleeting moments of attention. The success of this format suggests that even brief exposures to brand messaging can have a measurable impact on awareness and consideration.

However, it's important to note that the study's findings may not be universally applicable across all demographics or viewing contexts. Factors such as content type, time of day, and individual viewing habits could all influence the effectiveness of Screensaver Ads. Further research may be needed to fully understand the nuances of this advertising format and its long-term impact on brand metrics.

As the advertising industry continues to grapple with issues of ad fatigue and viewer attention, innovations like Screensaver Ads represent a potential solution. By leveraging moments that were previously underutilized, advertisers can potentially increase their reach without adding to the overall ad load experienced by viewers.

The launch of Screensaver Ads also highlights the growing importance of first-party data in the advertising ecosystem. LG Ad Solutions' ability to deliver targeted ads based on viewing habits and demographic information underscores the value of owning the platform on which content is consumed.

Key facts

• LG Ad Solutions launched Screensaver Ads on September 5, 2024
• The ads appear during idle times on LG Smart TVs
• Screensaver Ads drove a 2.5 times higher lift in brand awareness compared to benchmarks
• 93% of viewers multitask while watching TV
• Women with $80,000+ household income showed a 16.2 percentage point lift in brand awareness
• Adults 45+ demonstrated a 19.7 percentage point lift in brand consideration
• The study was conducted in partnership with Lucid
• Screensaver Ads activate across the Home Screen, LG Channels, and Content Store on LG Smart TVs