Samsung Ads flags first use of interactive GameBreaks CTV ad unit, created with Domino’s Pizza and Havas
Domino’s Pizza and Havas have released results of what is pitched as the first European advertising campaign to use Samsung Ads’ GameBreaks ad unit, which replaces the conventional ad with a branded, remote control powered trivia quiz or game.
The Domino’s campaign presented viewers with a pizza related trivia question: “According to a 2024 national survey, what do Americans choose as their favourite pizza topping?”, along with four possible answers.
Viewers could select their answer using the TV’s remote control, with an onscreen message telling them if they were right or wrong. The quiz section was then followed by a ten second section promoting Domino’s Ultimate Gunpower Chicken pizza, part of the Ultimate Indian Feast. The campaign delivered an engagement rate of 3.84%, and a 31% uplift in brand consideration.
GameBreaks launched earlier this year, initially in the US and Canada, rolling out to the UK over the summer. Advertisers can customise trivia questions, themes, and design elements within GameBreaks ads to align with campaign goals.
Harry Packshaw, Head of AV at Domino’s media agency, Havas, says: “Domino’s has always been something of a crowd pleaser and this impacts consideration which, in turn, impacts purchase intent. There’s a lot of data to show how gamification moves the dial on brand metrics so it was no surprise to us to see that the campaign was so warmly received and performed so well.”
Lauren Barnett, Head of UK Sales at Samsung Ads, says: “Interactivity is at the heart of CTV, so there’s no reason why the ads should not also embrace the idea. We’re delighted, though not surprised, at the success Domino’s have seen with their GameBreaks campaign and we look forward to working with them on more in the future.”
2025 RTIH INNOVATION AWARDS
AdTech was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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