Roblox Expands Immersive Video Ads Access to All Advertisers, Adds New Measurement Partners
Early research points to the scaled opportunity for brands to connect with Gen Z consumers on
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Avatars watching a video ad on
“By advertising on
Available today through Roblox’s self-serve Ads Manager4 and soon via programmatic media buying, the new video ads come with expanded controls and features like genre targeting, brand suitability and an audience estimator. Later this year, advertisers will also be able to buy completed views—a proven format in the industry currently being beta-tested in Ads Manager. Video ads join the broader suite of Roblox’s Immersive Ads offerings that already include portal and image ad formats, the two solutions helping brands drive traffic to their existing content and increase awareness among users on the platform.
Initially introduced on
- "e.l.f. was born to disrupt, shape culture and connect communities, and it is with this mindset that we are proud to be part of the alpha test and one of the first brands leveraging Roblox video ads,” said Patrick O’Keefe, vice president of integrated marketing communication, e.l.f. Beauty. “We have been impressed by the way it has enabled us to connect with Roblox’s vibrant community, and we look forward to continuing to use the platform to create a foundation for the future as Roblox’s virtual economy continues to grow.”
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“As a network that prioritizes innovating to impact results, our agencies can immediately harness the power of this easily scalable advertising solution for brands,” said
Cara Lewis , chief investment officer, dentsu international. "Video ads offer a unique opportunity for our clients to introduce their brands to Gen Z consumers globally within popular immersive environments in a safe and scaled way, while utilizing video, social or display budgets to tap into Roblox’s premium video inventory.”
Early Insights on the Impact of Roblox Video Ads
Earlier this year,
Study results also show that Roblox video ads can deliver significant lift across all key brand objectives, from awareness to consideration, while also boosting user actions, such as the likelihood to post about the brand on social media, check out its website and look for more information about the brand. After viewing video ads on
“According to three quarters of respondents in this research, brands that advertise on
Scaling the Ads Business With
To offer measurement solutions to its advertisers,
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Integral Ad Science (IAS) is partnering on a first-to-market integration with
Roblox to provide 3D in-experience Viewability and Invalid Traffic (IVT) measurement in complex environments. Advertisers onRoblox will get access to industry-leading third-party measurement to verify that their Immersive Ads (video and image formats) are driving engagement with real users. IAS's Viewability and IVT Measurement products will be available for campaigns onRoblox later this year. -
Brand Lift Solution with
Kantar Context Lab will serve as an interim solution for brand lift studies utilizing forced-exposure methodology for eligible video ads campaigns onRoblox .
In the near future,
A recently announced partnership with PubMatic will also enable more brands to seamlessly reach Roblox’s global community via programmatic media buying in the near future, while
Immersive Ads: Part of the Growing Virtual Economy on
Immersive Ads represent a growing monetization opportunity for
All Immersive Ads on
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Users will know when they are interacting with ad content on
Roblox , and ads will only be served to people ages 13 and up; - Ad publishers must meet and maintain certain thresholds and requirements to participate and earn through ad monetization, such as being 18+ ID verified or maintaining a certain monthly unique visitor minimum threshold. Ad publishers’ experiences must also comply with Roblox’s Community Standards to ensure brand safety;
- Brands can leverage brand suitability controls and genre targeting included in the platform’s Ads Manager to choose experience content that is most suitable to their brand needs.
For more information on advertising solutions for brands on
About
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1
All advertising on |
2
Ads on |
3 Daily active users number as of Q4 2023. |
4 To access the Ads Manager, advertisers need to create an ad account with a verified email on a Roblox account registered for users aged 13 years or older. |
5
Study conducted
via Latitude |
6 Brand lift results averaged across multiple brands tested. |
7 PP =percentage point lift |
View source version on businesswire.com: https://www.businesswire.com/news/home/20240501299333/en/
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