Domino’s Slices Through the CTV Ad Space With New Interactive Gamebreaks Format

Why It Matters

Interactive CTV formats like GameBreaks turn passive viewers into engaged participants, delivering stronger brand recall and measurable performance for advertisers.

Key Takeaways

• GameBreaks replaces static TV spots with interactive quizzes.
• Domino’s campaign achieved 45% higher completion rates.
• Havas led first European deployment of Samsung’s ad unit.
• Viewers answered pizza trivia, boosting brand recall.
• Interactive format drives measurable engagement across CTV platforms.

Pulse Analysis

Connected‑TV advertising is evolving from passive video placements to immersive experiences that invite viewer participation. Interactive formats such as Samsung Ads’ GameBreaks allow brands to embed playable elements directly into streaming content, turning a traditional 30‑second spot into a mini‑game. This shift aligns with broader consumer expectations for personalization and engagement, especially as households increasingly adopt ad‑supported streaming services.

The Domino’s‑Samsung‑Havas collaboration showcases the practical benefits of this technology. By presenting pizza‑themed trivia during a commercial break, the GameBreaks unit achieved completion rates roughly 45% above industry averages and generated measurable interaction metrics, including answer submissions and dwell time. Samsung’s platform also provided granular reporting, enabling the brand to assess real‑time performance and optimize creative assets across multiple CTV inventories throughout Europe.

For marketers, the success of this pilot signals a new frontier for performance‑driven advertising on CTV. Interactive ad units deliver richer data, higher engagement, and stronger brand recall, making them attractive alternatives to conventional video ads. As more agencies and advertisers experiment with gamified experiences, we can expect broader adoption of such formats, driving innovation in creative strategy and measurement across the digital television ecosystem.