LG’s $2,400 G4 OLED TV Shows You Non-Skippable Screensaver Ads

The Unexpected Surprise

FlatpanelsHD’s recent review of the LG G4 OLED TV uncovered a surprising feature that has left many viewers underwhelmed. Despite the TV’s hefty price tag of $2,400, it displays non-skippable screensaver ads. Yes, you read that right – ads!

The Ads 101

According to the review, the ads start playing before the screensaver kicks in and are usually sponsored messages from LG or its partners. One specific ad highlighted is for the LG Channels app, a free live TV service with ads. FlatpanelsHD reports that LG’s ad division plans to soon roll out ads for other products and services.

Disabling the Ads (Sort Of)

While “some of the ads” can be disabled, the option to disable screensaver ads is available under the ‘Additional Settings’ menu. However, it’s almost sinful to push ads on a device that costs a whopping $2,400.

Why It’s Bizarre

What makes this situation even more peculiar is that LG shows the same ads with the same frequency on its cheaper offerings. It’s puzzling that the brand doesn’t differentiate the experience between purchasing a high-end model and an entry-level one. The G4 OLED TV is already pricey, but it’s allegedly “one of the most expensive TVs on the market.” LG must reconsider this strategy if it wants to sell high-end TVs.

The Goal: Engaging Downtime

According to LG’s ads arm, the aim is to capitalize on idle screen time, turning what may be perceived as downtime into a valuable engagement opportunity. Shockingly, the ads division claims that screensaver ads drive “on average a 2.5 times higher lift in brand awareness.”

A New Normal?

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. But having to watch ads during downtime is a step too far. What’s wrong with giving your eyeballs a break for a while?

A Lesson from Netflix

LG isn’t the only company using a successful business and brand loyalty to find new ways to make more money on existing products and services. Netflix’s decision to discontinue its cheapest ad-free tier is a prime example. Will we see more companies following suit? Only time will tell.