New Research Factors to Roblox’s Constructive Influence for Manufacturers


  • Metrics are a key part of manufacturers’ funding selections, which is why Roblox is dedicated to creating insights and measurement instruments that present a deep understanding of our viewers.
  • Our current viewers impression and model elevate research discovered that manufacturers on Roblox are acquired 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 immediately, research outcomes level to those advertisements’ skill to generate impression throughout key model goals.

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 impression 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 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 carried out an viewers impression and model elevate research along side Latitude. * The early findings from this research of two,100 members demonstrated that folks have a constructive reception to manufacturers on Roblox. For instance, 78 p.c of respondents stated they get pleasure from immersive experiences from manufacturers on Roblox, whereas 82 p.c stated they respect manufacturers that present in-experience content material, like avatar gadgets and particular mini-games. And 86 p.c stated Roblox was a “good or nice” accomplice 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 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 stated that they consider manufacturers that publicize on Roblox really feel modern and distinctive, whereas 73 p.c 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 impression of that initiative. And immediately, 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 permits extra manufacturers to straight share their messages with tens of tens of millions 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.

Influence From Video Advertisements and Person Reactions

In our research, we discovered that Roblox customers responded positively to video advertisements from a number of manufacturers and client classes.  In actual fact, 75 p.c of respondents stated 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 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 doubtless 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 ads 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 present manufacturers new and richer methods to get their messages to our world group of 71.5 million**** day by day lively customers. However we’re happy with our early analysis insights exhibiting that these efforts are having a helpful impression for our model companions and our builders, and we will’t wait to assist them take it to the following degree.

 

* Research carried out through Latitude March 20-27, 2024 amongst 2,100 U.S. respondents who spend time on Roblox at the 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 completely different client 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.

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