- Metrics are a key element of manufacturers’ funding selections, which is why Roblox is dedicated to growing insights and measurement instruments that present a deep understanding of our viewers.
- Our latest viewers influence and model elevate research discovered that manufacturers on Roblox are obtained positively.
- 75% of Roblox customers say they’re extra seemingly to discover manufacturers that marketed on Roblox vs. elsewhere.
- As Roblox rolls out video adverts to all eligible manufacturers right this moment, research outcomes level to these adverts’ capacity to generate influence throughout key model aims.
As we work to carry extra manufacturers to Roblox, we all know that they need proof factors that may information their funding selections. That’s why we’re dedicated to constantly measuring and bettering the influence of name presence on our platform. Our aim 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 advertising platform, we’re dedicated to doing so with safety and civility in thoughts, and to guaranteeing that adverts on Roblox are protected, clear, and respectful of person privateness.
In March, we performed an viewers influence and model elevate research along side Latitude. * The early findings from this research of two,100 members demonstrated that individuals have a constructive reception to manufacturers on Roblox. For instance, 78 % of respondents stated they take pleasure in immersive experiences from manufacturers on Roblox, whereas 82 % stated they respect manufacturers that present in-experience content material, like avatar gadgets and particular mini-games. And 86 % stated Roblox was a “good or nice” associate for serving to to promote manufacturers.
Brands That Promote on Roblox Stand Out
Since final 12 months, we’ve been experimenting with Immersive Ads that permit builders to insert advert items 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 stated that they consider manufacturers that publicize on Roblox really feel progressive 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 adverts with a restricted variety of promoting companions and learning the influence of that initiative. And right this moment, we’re excited to announce that we’re increasing our Immersive Adverts choices and bringing video ads to all eligible advertisers. This is a vital step ahead, because it permits extra manufacturers to immediately share their messages with tens of thousands and thousands of our group members with out creating custom-built content material. It’s additionally an extension of a rising alternative for Roblox builders to monetize their experiences.
Impact From Video Adverts and Consumer Reactions
In our research, we discovered that Roblox customers responded positively to video adverts from a number of manufacturers and shopper classes. In reality, 75 % of respondents stated they’re extra seemingly to discover manufacturers that publicize on Roblox versus elsewhere. Partly, that’s as a result of the attention-grabbing video adverts that had been a part of the research had been designed to be immersive and to not disrupt the person expertise.
When averaged throughout the manufacturers** in our check, Roblox video adverts generated statistically important will increase in all key metrics — model consciousness, advert consciousness, opinion, consideration, and suggestion.
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***)
- Put up in regards to the model on social media (+5pp)
- Watch model ads on-line (+4pp)
- Try the model’s web site (+4pp)
- Comply with the model on social media (+4pp)
- Search for extra information in regards to the model (+3pp)
It’s nonetheless early days in our efforts to give manufacturers new and richer methods to get their messages to our international group of 71.5 million**** every day energetic customers. However we’re pleased with our early analysis insights exhibiting that these efforts are having a useful influence for our model companions and our builders, and we are able to’t wait to assist them take it to the following stage.
* Study performed through Latitude March 20-27, 2024 amongst 2,100 U.S. respondents who spend time on Roblox no less than month-to-month, together with 300 within the management group and 1,800 customers ages 13-49 uncovered to immersive video adverts from a number of manufacturers throughout totally different shopper classes on the platform. Outcomes primarily based on High 2 field the place relevant.
** Model elevate outcomes averaged throughout three manufacturers examined.
*** pp = share level elevate.
**** As of the fourth quarter of 2023 ending December 31, 2023.