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Claudio Ctin9 hours ago9 hours ago1 mins

Here’s an example of what the new screensaver ads look like. | Image: LG Ad Solutions

LG’s smart TVs are starting to display full-screen ads before the conventional screensaver kicks in when entering idle mode. The native screensaver ads started rolling out to LG’s smart TVs earlier this month, including OLEDs like the new G4 model, and will appear across the homescreen, content store, and LG Channels.

The feature will advertise both LG’s own products — with FlatpanelsHD reporting it saw a muted ad for the LG Channels streaming service — and those from third parties that may be unrelated to TV or entertainment entirely. In a press release, LG Ad Solutions’ technology chief, Dave Rudnick, said that the ads were effective in testing and “present a valuable opportunity for brands to be front and center on the largest screen…

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