• by Laurie Sullivan , Staff Writer, December 12, 2025

Connected television (CTV) ads continue to take over the screen and become more interactive.

In Domino's Pizza's latest CTV ad, the company transformed its spot into a remote-controlled trivia game, asking viewers a pizza-themed question before serving a 10-second promo for its Ultimate Gunpowder Chicken pizza.

It is an example of CTV performance advertising, which relies heavily on data and measurement, by taking a traditionally passive medium and making it interactive and measurable.

The media moves up the marketing funnel from brand awareness to direct engagement with the ability to track conversions.

The trivia game allows Domino Pizza to directly measure user engagement like the number of viewers participating in the trivia and the answers they select.

It has a direct call-to-action piece without forcing the consumer to make a purchase, and the 10-second promo is delivered after the user engages with the brand. The interaction also provides first-party data.

Harry Packshaw, head of AV at Domino’s media agency Havas, said there is "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, said she was not surprised, but was "delighted" to see the success.

Domino's Pizza worked with Samsung Ads, the advertising arm of Samsung Electronics’ media division, Domino’s Pizza and agency Havas.

The three released the results of 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 campaign presented viewers with a pizza-related trivia question: “According to a 2024 national survey, what do Americans choose as their favorite pizza topping?” along with four possible answers.

Viewers selected their answer using the TV remote control, with an onscreen message telling them whether they were correct or incorrect.

The quiz section was then followed by a 10-second section promoting Domino’s Ultimate Gunpowder Chicken pizza, part of the Ultimate Indian Feast.

The campaign delivered an engagement rate of 3.84%, with a 31% uplift in brand consideration. 

The results mirror those of an independent study of GameBreaks ads carried out by MediaScience in the U.S., per Samsung Ads. The delivery of the ad achieved a 53% lift in unaided brand recall, outperforming standard video ads by 1.5x.

The study of the campaign also found that 89% of viewers preferred GameBreaks over traditional commercial breaks. 

GameBreaks launched earlier this year, initially in the U.S. and Canada, and rolled out in the U.K. during the summer of 2025.

The ad unit attracts people who enjoy playing games and offers viewers a way to engage, while giving advertisers a new medium through which to earn attention.

Advertisers can customize trivia questions, themes, and design elements within GameBreaks ads to align with campaign goals. 

Samsung introduced GameBreaks last year as an instantly playable game model designed for everyday fun without having to download or sign-in to an app. 

The games are controlled using devices people already own, such as smartphones and TV remotes.