Domino’s used Samsung Ads interactive Gamebreaks format to quiz TV viewers about the US’ favourite pizza topping.
Havas created the campaign for Domino’s, which asked viewers to guess what ‘Americans choose as their favourite pizza topping’ and then presented them with four answers. After people had used their remote to answer the question, and were shown the correct answer (pepperoni), they were shown a 10-second ad for Domino’s Ultimate Gunpowder Chicken pizza.
According to Samsung Ads, this campaign had an engagement rate of 3.84% and increased brand consideration by 31%.
Dan Black, the UK head of CTV at Teads — which wasn’t involved in the campaign but has expertise in unconventional formats — described the campaign as ‘really interesting’, adding that he’s been seeing a lot of interest from clients in interactive CTV ads.
Domino’s campaign was the first use of Samsung’s Gamebreaks in Europe. The format was rolled out in North America earlier this year, and Samsung Ads found that 89% of viewers said they preferred them to traditional spots.
But ‘not every ad experience should be interactive,’ warned Black. ‘We need to make sure that the experience is good, and we have to be mindful that the audience comes first. The opportunities are limited, and the key is maybe ensuring that the audience has the right to opt out. That’s when we see richer results.’
Black added that interactive formats on TV and CTV are ‘ideal for Gen Z’, explaining that their ‘relationship with TV is completely different — they have an app-first mentality.
‘Marketers view CTV’s main advantages as the ability to reach younger audiences and use advanced targeting. At the same time, it’s encouraging to see younger streamers being much more open to using interactive elements in CTV ads.’
Teads’ CTV Pulse report, published in July, highlighted ‘exciting creative opportunities’ being developed in the interactive space, which Black echoed, highlighting the ‘strong’ 3% engagement on the Gamebreaks Dominos campaign.
‘We’ve found with QR codes or skins, even if the audience doesn’t scan or interact, there’s a big increase in unaided ad recall,’ he said.
This tallies with the findings of Samsung Ads, which claims that Gamebreaks ads have lifted unaided ad recall in the US by 51% — outperforming standard video ads by 150%.
Interactive ads aren’t the only way that TV and CTV ads are evolving, with pause ads and in-play solutions gaining in popularity amongst advertisers. Another example Black gave is home screens: research by Teads and Lumen has found that home space ads achieve a 16% increase in attention compared with YouTube unskippable ads.
‘It’s a huge opportunity to think about how we engage different audiences,’ Black added. ‘When we think about TV, ads have to go through a lot of approval — CTV gives an opportunity to test and experiment.’
Image from Samsung Ads.