Samsung Ads, the advanced advertising arm of Samsung Electronics, today announced a major expansion of its award-winning GameBreaks portfolio, adding four new interactive titles.
Ripplash, the next new GameBreak, is now available for advertisers and builds on the momentum of The Six, the franchise’s inaugural game, which will expand to audiences in the United Kingdom for the first time later this year.
Built natively for Samsung Smart TVs, GameBreaks is altering the utility of ad time by transforming traditional ad breaks on Samsung TV Plus into interactive moments that deliver consumer experiences shown to improve brand recall.
These fun-sized experiences run in the first ad slot of premium commercial pods, offering viewers a frictionless way to engage. Giving advertisers a new, brand-safe avenue to earn attention, Samsung Ads is evolving traditional ad time, historically considered for brand awareness, into a mid-funnel, engaging experience.
The Six has been a success as a game on Samsung TVs.
GameBreaks provides a turnkey and scalable solution that offers a simple launch process and easy-access opportunities for deep brand integration and strong contextual relevance across campaigns. Leveraging Samsung Ads’ proprietary technology, brands have access to a uniquely repeatable solution with a suite of games to choose from to create ongoing, fresh, and bespoke customer engagement through interactive ads.
Samsung Ads and MediaScience research lab’s recent research found the format has proven itself as a performance driver, delivering a 53% lift in unaided brand recall and 1.5 times higher engagement than standard video ads. With no need for game controllers or downloads, GameBreaks lowers the barrier to entry for interactive experiences on the biggest screen in the home. Notably, 89% of viewers say they prefer GameBreaks over traditional commercial breaks.
Four new original games
Popoff is a mad-lib style trivia game.
Following the breakout success of The Six, Samsung Ads’ new GameBreaks formats designed to deepen engagement and offer even more creative flexibility include:
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