FlatpanelsHD recently reviewed the new LG G4 OLED TV and discovered that it subjects you to non-skippable screensaver ads, even at the TV’s eye-watering $2,400 price.
The outlet reveals (via Android Authority) that the ads start playing before the screensaver hits the screen and are usually sponsored messages from LG or its partners. The review highlighted one specific ad for the LG Channels app: LG’s free live TV service with ads. FlatpanelsHD adds that according to LG’s ad division, users will soon start seeing ads for other products and services.
The review mentions that “some of the ads” can be disabled, and there’s also an option under ‘Additional Settings’ to disable screensaver ads. But it’s almost sinful to push ads on a $2,400 device.
What makes this whole thing more bizarre is that, according to the review, LG pushes the same ads with the same frequency on its cheaper offerings. Oddly, it does nothing to differentiate the experience of purchasing a high-end model from an entry-level one. The brand’s OLED line is already pricey, but the G4 is allegedly “one of the most expensive TVs on the market,” according to FlatpanelsHD. I can only imagine how this will play out for the South Korean company. As FlatpanelsHD said, “LG must reconsider this strategy if they want to sell high-end TVs.”
According to LG’s ads arm, LG AD Solutions (via Ars Technica), the aim is to capitalize “on idle screen time, turning what may be perceived as a period of downtime into a valuable engagement opportunity.” More shockingly, the ads division discovered that screensaver ads drive “on average a 2.5 times higher lift in brand awareness.”
Most recent trends in TV tech point towards converting downtime into watch time, whether introducing a personalized screensaver of your Google Photos or generative AI-generated images. Let alone having to watch ads during downtime, I wouldn’t even want a carousel of my camera roll to start playing when I’m not watching anything. What’s wrong with giving your eyeballs a break for a while?
As for LG, I’m disappointed but not surprised. It’s not the only company using a successful business and brand loyalty to find new ways to make more money on existing products and services. Back in January, Netflix decided to permanently discontinue its cheapest ad-free tier. A few months later, in July, it forced users to move to a more expensive ad-free tier or endure ads on the cheapest tier.