Samsung Ads has launched its Gamebreak ad format in the UK market, following the launch of the format in the US and Canada.
Designed for Samsung Smart TVs, Gamebreaks turn ad breaks into short, remote-controlled games. The configuration will run in the first ad slot of premium commercial ad slots.
“The way viewers use their TVs is rapidly changing, and advertisers need to adapt to this new reality. The TV of today is a personalised, interactive entertainment hub for the home,” said Minai Bui, director of product marketing, Europe at Samsung Ads.
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“With GameBreaks, we’re pushing the boundaries of what can be done with a traditional TV ad slot and the result is a new ad format that puts interactivity, brand effectiveness, and playfulness at the heart of the TV advertising experience.”
The Six will be the first game to launch in the UK and the format will be available for alpha testing later this year.
Research from MediaScience in the US found the new ad design delivered a 53% lift in unaided brand recall.
Alex Hole, SVP and general manager, Samsung Europe and MENA, said: “Our goal is to evolve TV from just a traditional entertainment medium into a comprehensive, outcomes-driven platform,” he said. “The GameBreaks format is a unique tool that we know will deliver value to both advertisers and viewers.”
