Roblox Broadens Access to Immersive Video Advertising for All Marketers, Introduces Additional Analytic Collaborators

Roblox Corporation announced the availability of video ads for all advertisers, targeting users aged 13 and up on their platform. This new advertising format does not require custom-built 3D content, offering brands a scalable approach to engage with Gen Z, who comprise over half of Roblox’s 71.5 million daily active users.

Engaging Gen Z Through Video Ads

“Advertising on Roblox allows brands to connect deeply with millions of Gen Z users, who are our most engaged and high-spending demographic,” said Stephanie Latham, VP of Global Brand Partnerships Roblox. “Our new video ads offer the simplicity and scalability brands need to drive global awareness. This format is perfect for digitally savvy consumers who are hard to reach through traditional media.”

Available via Roblox’s self-serve Ads Manager and soon through programmatic media buying, the video ads come with features such as genre targeting, brand suitability, and audience estimators. Additionally, advertisers will be able to purchase completed views later this year, a feature currently in beta testing.

Initial Success and Partnerships

Video ads, initially launched in November 2023, have been tested with top brands like e.l.f. Beauty, HUGO, Walmart, and Warner Bros. Pictures, along with global agencies such as Dentsu and Hearts & Science.

Audience Impact and Brand Lift Study

A study conducted by Roblox and Latitude earlier this year revealed a positive reception of video ads. The study found that 75% of respondents were more likely to notice brands advertised on Roblox, and 73% saw these brands as category leaders. Video ads on Roblox resulted in significant lifts across key brand objectives, including awareness, consideration, social media interactions, and website visits.

Key Insights from the Study:

  • 75% of users noticed brands more on Roblox.
  • 73% perceived these brands as innovative and unique.
  • Users were more likely to visit advertiser experiences on Roblox, post on social media, follow the brands, and seek additional information.
  • Measurement and Programmatic Integration

Roblox announced partnerships with Integral Ad Science (IAS) and Kantar to offer robust measurement solutions. IAS will provide 3D in-experience viewability and invalid traffic measurement. Kantar will support brand lift studies using the forced-exposure methodology for eligible video ad campaigns. Additionally, a partnership with PubMatic will facilitate programmatic media buying, enhancing Roblox's brand reach.
Immersive Ads in Roblox's Virtual Economy

Roblox’s Immersive Ads, including video ads, are part of a growing monetization opportunity for creators. These ads comply with Roblox’s Community Standards and Advertising Standards to ensure safe and transparent advertising.

Important Guidelines:

  • Ads are only served to users aged 13 and up.
  • Ad publishers must meet specific thresholds and requirements to participate.
  • Experience content must comply with Roblox’s Community Standards for brand safety.

Brands can use Roblox’s Ads Manager for brand suitability controls and genre targeting to tailor their advertising efforts.
About Roblox

Roblox is a pioneering platform for immersive communication and connection. Millions of people engage on Roblox daily to create, play, work, learn, and connect through experiences crafted by a global community of creators. Roblox aims to redefine social interactions in a safe, civil, and optimistic environment, promoting economic growth and strengthening the social fabric worldwide.

For more information about Roblox advertising solutions, visit the official website.

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