Metrics are a key element of manufacturers’ funding choices, which is why Roblox is dedicated to growing insights and measurement instruments that present a deep understanding of our viewers.
Our current viewers impression and model carry research discovered that manufacturers on Roblox are acquired positively.
75% of Roblox customers say they’re extra more likely to discover manufacturers that marketed on Roblox vs. elsewhere.
As Roblox rolls out video advertisements to all eligible manufacturers immediately, research outcomes level to those advertisements’ capacity to generate impression throughout key model targets.
As we work to deliver extra manufacturers to Roblox, we all know that they need proof factors that may information their funding choices. That’s why we’re dedicated to repeatedly measuring and enhancing the impression of name presence on our platform. Our purpose is to develop insights and measurement instruments that present manufacturers with a deep understanding of the Roblox viewers and reimagine how they consider the success of their Roblox partnerships. As we construct our promoting platform, we’re dedicated to doing so with security and civility in thoughts, and to making sure that advertisements on Roblox are protected, clear, and respectful of consumer privateness.
In March, we performed an viewers impression and model carry research together with Latitude. * The early findings from this research of two,100 individuals demonstrated that individuals have a constructive reception to manufacturers on Roblox. For instance, 78 % of respondents mentioned they get pleasure from immersive experiences from manufacturers on Roblox, whereas 82 % mentioned they admire manufacturers that present in-experience content material, like avatar gadgets and particular mini-games. And 86 % mentioned Roblox was a “good or nice” companion for serving to to advertise manufacturers.
Manufacturers That Promote on Roblox Stand Out
Since final yr, we’ve been experimenting with Immersive Adverts that enable builders to insert advert models into their Roblox experiences. Our research reveals that the early outcomes of this, and our different promoting initiatives, are constructive. For instance, three quarters of respondents mentioned that they consider manufacturers that publicize on Roblox really feel modern and distinctive, whereas 73 % see manufacturers that publicize on Roblox as class leaders.
For the reason that finish of 2023, we’ve additionally been testing video advertisements with a restricted variety of promoting companions and finding out the impression of that initiative. And immediately, we’re excited to announce that we’re increasing our Immersive Adverts choices and bringing video advertisements to all eligible advertisers. This is a vital step ahead, because it permits extra manufacturers to immediately share their messages with tens of tens of millions of our neighborhood members with out creating custom-built content material. It’s additionally an extension of a rising alternative for Roblox builders to monetize their experiences.
Impression From Video Adverts and Consumer Reactions
In our research, we discovered that Roblox customers responded positively to video advertisements from a number of manufacturers and shopper classes. The truth is, 75 % of respondents mentioned they’re extra more likely to discover manufacturers that publicize on Roblox versus elsewhere. Partially, that’s as a result of the attention-grabbing video advertisements that had been a part of the research had been designed to be immersive and to not disrupt the consumer expertise.
When averaged throughout the manufacturers** in our take a look at, Roblox video advertisements generated statistically vital will increase in all key metrics — model consciousness, advert consciousness, opinion, consideration, and advice.
Customers uncovered to a Roblox video advert had been considerably extra seemingly than non-viewers to take the next actions:
Go to the model’s Roblox expertise (+10pp***)
Submit concerning the model on social media (+5pp)
Watch model commercials on-line (+4pp)
Take a look at the model’s web site (+4pp)
Comply with the model on social media (+4pp)
Search for more information concerning the model (+3pp)
It’s nonetheless early days in our efforts to provide manufacturers new and richer methods to get their messages to our world neighborhood of 71.5 million**** each day lively customers. However we’re happy with our early analysis insights displaying that these efforts are having a helpful impression for our model companions and our builders, and we are able to’t wait to assist them take it to the following stage.
* Research performed through Latitude March 20-27, 2024 amongst 2,100 U.S. respondents who spend time on Roblox at the very least month-to-month, together with 300 within the management group and 1,800 customers ages 13-49 uncovered to immersive video advertisements from a number of manufacturers throughout totally different shopper classes on the platform. Outcomes primarily based on Prime 2 field the place relevant.** Model carry outcomes averaged throughout three manufacturers examined. *** pp = proportion level carry.**** As of the fourth quarter of 2023 ending December 31, 2023.
