Even if you buy one of the most expensive TV models today, you cannot escape ads. LG is rolling out screensaver ads, including ads for things completely unrelated to the TV experience.

Almost a decade ago, ads began creeping onto user interfaces on our TVs. Initially appearing as paid placements ("recommendations"), the initiative has since expanded to include large ad carousels at the top of the screen and full-screen ads that take over your screen.

While reviewing LG's latest high-end G4 OLED TV (review here), FlatpanelsHD discovered that it now shows full-screen screensaver ads. The ad appeared before the conventional screensaver kicks in, as shown below, and was localized to the region the TV was set to.


 A screensaver ad on the 2024 LG G4 OLED TV set to Spain as the region. Photo: FlatpanelsHD

 The screensaver ads can be localized for each region. Photo: FlatpanelsHD

We saw an ad for LG Channels – the company's free, ad-supported streaming service – but there can also be full-screen ads from external partners, as shown in the company's own example below.


 The screensaver ads are not limited to TV-related stuff. Photo: LG Ad Solutions

The ad we saw was muted, but it is unclear if this will remain the case. We observed the ad on a 2024 LG model, but there are no indications to suggest that it will be exclusive to new LG Smart TVs.


Who's in charge of LG's webOS?
Digging a little deeper, we discovered that the initiative is spearheaded by LG Ad Solutions, the company's division for "connected TV (CTV) and cross-screen advertising".

The announcement (link) about screensaver ads on LG Smart TVs makes it sound as if the advertising team's priorities now overshadow those of LG's webOS team:

- "The launch of our Screensaver Ads has been a significant milestone in enhancing viewer engagement on LG Smart TVs. This full-screen ad format has effectively utilized idle screen time to boost brand visibility. Feedback and study results have validated that these ads capture attention and drive meaningful interactions, making them an integral part of our ad offerings," said Chris Weiland, Director of Product Marketing at LG Ad Solutions.

Amazon, Google and Roku have long built their respective TV monetization strategies around ads, and with LG and Samsung turning webOS and Tizen into digital billboards, the only refuge appears to be Apple TV 4K, which can be connected to any TV. You can now disconnect your TV from the internet.

 Also read: Amazon Fire TV replaces your screensaver with full-screen ads


How to disable screensaver ads
Luckily, there is a way to disable the intrusive screensaver ads on LG Smart TVs – at least for now.

If you go to Settings and navigate to 'Additional Settings', you will find a 'Screen Saver Promotion' toggle. It is on by default, so flip it off. While you are there, you might also want to disable the other ad formats from LG.


 You can still turn off screensaver ads on LG TVs. Photo: FlatpanelsHD