In a strategic move to enhance its advertising business, Roblox announced on Wednesday that it is opening its immersive video ad format to all advertisers through its Ads Manager.
Roblox aims to provide brands with a scalable opportunity to connect with its vast user base, which boasts over 71.5 million daily active users, predominantly Gen Z consumers.
“By advertising on Roblox, brands can create deeper connections and engage tens of millions of Gen Z users who represent our top-spending demographic and spend millions of hours here daily connecting and exploring immersive experiences,” Stephanie Latham, Roblox’s VP of global brand partnerships, said in a news release.
Users aged 13 and older can view ads on billboards and big screens within the platform — like Hilton Honors' Roblox version of its ad in Slivingland — allowing them to earn free items and points they can use in the game.
Enhancing Advertising Controls and Measurement
Roblox has introduced a suite of new features to provide advertisers with greater control and transparency, which include tools for:
- Genre targeting
- Brand suitability
- Audience estimator
Additionally, the platform has partnered with Integral Ad Science and Kantar to offer third-party measurement for ad engagement, ensuring a more robust and reliable reporting system.
“Our new video ads format offers the simplicity and scalability that brands want to drive global awareness and consideration,” Latham explained.
Today we announced that Roblox video ads are now available to any advertiser on the platform. This immersive ad format doesn’t require custom-built 3D content, and creates a scalable opportunity for brands to connect with Gen Z. https://t.co/Qz5x0XDlNDpic.twitter.com/74rfiUWamd
— Roblox (@Roblox) May 1, 2024
“Any brand can easily leverage our video ads in their campaigns, benefiting from a format built for this digitally savvy consumer generation that’s increasingly hard to reach through traditional and 2D media,” she added.
Testing the Waters with Top Brands
Over the past months, Roblox tested its video ads format with big brands, which include e.l.f. Beauty, HUGO, Walmart, Hilton Hotels, and Warner Bros. Pictures, among others.
“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,” Patrick O’Keefe, VP of integrated marketing communication at e.l.f. Beauty, shared.
On Monday, Walmart launched its pilot test that allows users to buy both the digital and physical versions of products, bringing real-life commerce to Roblox.
The future will see Roblox being able to offer advertisers “full integrations with multiple brand lift partners for industry-standard passive measurement of ad campaigns.”
To ensure brand safety, Roblox has implemented strict requirements for advertisers, including being 18+ ID verified and adhering to the platform's Community Standards.
