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LG Ad Solutions Unveils Native Screensaver Ads

Plus, Your Cell Phone Is Listening to You

September 17, 2024

Welcome to The TV Room. Your weekly digest of television, streaming, and digital media insights that matter.

This week we're covering:

  • 📺️ LG’s Native Screensaver Ads

  • 🏈 The NFL Reaffirms Its Dominance

  • 🎥 Creative Spotlight: Brisk - “That’s Cold”

  • 📱 Agency Admits Using Smartphone Microphones

LG Ad Solutions Unveils Native Screensaver Ads for Smart TVs

LG Ad Solutions is turning idle screen time into prime advertising real estate with its new Native Screensaver Ads. This full-screen ad format activates across the home screen, LG channels, and content store on LG smart TVs.

The move capitalizes on modern viewers' multitasking habits. Dave Rudnick, CTO of LG Ad Solutions, notes that as viewers use their phones while watching TV, brands have a key opportunity to capture their attention.

Key features of Native Screensaver Ads:

  • Utilizes previously unused idle screen time

  • Appears on home screens, LG channels, and content stores

  • Aims to improve content awareness for viewers

This shift comes as advertisers search for new ways to connect with audiences in the evolving TV landscape. With streaming dominating and traditional ad breaks losing impact, screensaver ads offer a fresh approach to brand engagement.

The real test will be how viewers respond.

As consumers become more ad-savvy, balancing effective marketing with user experience is key. For marketers, Native Screensaver Ads offer a unique chance to capture attention in the living room. As the line between TV and digital ads blurs, more creative solutions will emerge in the connected TV space.

Read More:

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TV Industry Updates

  • Amazon's upfront debut: Amazon's first TV upfront drew major budgets thanks to its scale and lower prices than competitors.

  • NFL ratings touchdown: The NFL kickoff game hit 48.9 million viewers, up 18% from last year, reaffirming its TV dominance.

  • Drug ad scrutiny: FDA's vague rules and limited enforcement have allowed pharmaceutical companies to create misleading TV ads, prompting calls for stricter regulations.

  • CTV transparency gap: Ad buyers demand more transparency in connected TV, especially around show-level data as FAST spending rises.

  • Automakers rev up NFL ads: Car brands return to NFL ads, with Toyota named the "Official Automotive Partner of the NFL."

  • Harris ad advantage: Vice President Kamala Harris outpaces President Donald Trump in TV ad reach by 28%, despite a later campaign start.

Stay up to date on the latest in TV advertising by joining our Slack community!

Creative Spotlight: Brisk - “That’s Cold”

PepsiCo revived its iconic '90s claymation style for Brisk Iced Tea's latest campaign, featuring Grammy-winning artist Doja Cat as a stop-motion animated spokesperson.

The Details:

  • The 20-second spot featured Doja Cat summoning forest animals to save her friend and a can of Brisk from a bear, set to her song "Demons."

  • The campaign, Brisk's largest in over a decade, targets Gen Z across TikTok, YouTube, Twitch, and Roku.

  • Interactive features include a Snapchat filter to turn users into clay versions of themselves and a contest to win Doja Cat-signed figurines.

What We Loved: The campaign brilliantly fuses nostalgic animation with a modern icon, delivering a fresh, memorable experience that resonates with both new and longtime fans.

Marketing Mix

  • Active Listening controversy: A marketing agency admits using smartphone microphones to target ads via "Active Listening" software.

  • Google's video pivot: Google is merging video action campaigns into its AI-powered Demand Gen ad product.

  • Search evolution: Brands must adapt as Gen Z shifts from traditional search engines to social media and AI platforms.

  • Paramount's tech transformation: The newly merged Paramount eyes major tech and ad innovations under David and Larry Ellison.

  • Gambling's social media blitz: A study reveals 75% of the US gambling sector's social posts lack problem gambling warnings, breaching industry rules.

The TV Room is your go-to source for staying ahead in the world of television and digital media. Want to chat about these stories with other industry pros? Join our Slack channel to continue the conversation.