Interactive Ads Transform CTV Landscape
Samsung Ads’ GameBreaks replaces passive TV spots with short branded trivia and mini-games that viewers answer using their TV remote. The unit runs on Samsung smart TVs and can be tailored by format, timing and creative to meet advertiser goals, from simple brand prompts to promotional follow-ups and coupon delivery. By turning ad-breaks into participatory moments, GameBreaks gives brands a way to capture attention on the living-room screen.
Domino’s Pioneers Interactive Ad Format
Domino’s worked with Havas to test GameBreaks in Europe with a pizza-themed trivia question that invited viewers to pick an answer using their remote. Participants who engaged received a linked promotion to redeem later. The campaign produced a 3.84% engagement rate and a 31% uplift in brand consideration, demonstrating strong short-form impact on CTV.
Harry Packshaw (Havas) said, “Gamified creative on the big screen turned passive viewing into an active brand moment that moved perception quickly.” Lauren Barnett (Samsung Ads) added, “GameBreaks shows how interactive formats can drive measurable lifts in consideration while giving brands a direct path to consumers on CTV.”
Why Interactive CTV Matters for Retail Media
Retail media teams face intense competition for attention. Interactive CTV offers a way to deepen engagement beyond view impressions. Game-based units create memorable brand touchpoints, increase time spent with messaging and produce explicit actions that are measurable. For retail brands, that can mean higher intent signals, direct promotional distribution and clearer attribution into omnichannel funnels. Customisation options let marketers match game mechanics, messaging and call-to-action to product launches, seasonal pushes or loyalty offers.
The Future of Brand-Consumer Connection
GameBreaks points to a future where TV ads are less passive and more participatory. For retail media strategists, interactive CTV provides a practical tool to lift consideration and create first-party engagement at scale. The next step for brands is testing creative formats, linking interactive moments to commerce endpoints and measuring downstream impact on conversions and sales.
