- 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 current viewers influence and model raise research discovered that manufacturers on Roblox are obtained positively.
- 75% of Roblox customers say they’re extra prone to discover manufacturers that marketed on Roblox vs. elsewhere.
- As Roblox rolls out video advertisements to all eligible manufacturers right now, research outcomes level to those advertisements’ capability to generate influence 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 selections. That’s why we’re dedicated to constantly measuring and enhancing the influence 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 person privateness.
In March, we performed an viewers influence and model raise research at the side of Latitude. * The early findings from this research of two,100 contributors demonstrated that folks have a optimistic 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 respect manufacturers that present in-experience content material, like avatar objects 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 12 months, we’ve been experimenting with Immersive Advertisements 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 optimistic. For instance, three quarters of respondents mentioned that they consider manufacturers that publicize on Roblox really feel revolutionary 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 learning the influence of that initiative. And right now, we’re excited to announce that we’re increasing our Immersive Advertisements choices and bringing video advertisements to all eligible advertisers. This is a vital step ahead, because it allows extra manufacturers to instantly 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.
Impression From Video Advertisements and Consumer Reactions
In our research, we discovered that Roblox customers responded positively to video advertisements from a number of manufacturers and shopper classes. In actual fact, 75 % of respondents mentioned they’re extra prone to discover manufacturers that publicize on Roblox versus elsewhere. Partly, 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 person expertise.
When averaged throughout the manufacturers** in our check, Roblox video advertisements generated statistically vital 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 probably than non-viewers to take the next actions:
- Go to the model’s Roblox expertise (+10pp***)
- Put up 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 offer manufacturers new and richer methods to get their messages to our international group of 71.5 million**** day by day lively customers. However we’re pleased with our early analysis insights exhibiting that these efforts are having a helpful influence for our model companions and our builders, and we will’t wait to assist them take it to the following degree.
* Research performed through Latitude March 20-27, 2024 amongst 2,100 U.S. respondents who spend time on Roblox a minimum of 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 raise outcomes averaged throughout three manufacturers examined.
*** pp = share level raise.
**** As of the fourth quarter of 2023 ending December 31, 2023.
