New Research Factors to Roblox’s Constructive Affect for Manufacturers

Metrics are a key element of manufacturers’ funding choices, which is why Roblox is dedicated to creating insights and measurement instruments that present a deep understanding of our viewers.
Our current viewers affect and model carry examine 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 at the moment, examine outcomes level to those advertisements’ potential to generate affect throughout key model goals.

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 affect 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 carried out an viewers affect and model carry examine along with Latitude. * The early findings from this examine 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 respect 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 12 months, we’ve been experimenting with Immersive Advertisements that permit builders to insert advert items into their Roblox experiences. Our examine reveals that the early outcomes of this, and our different promoting initiatives, are constructive. For instance, three quarters of respondents mentioned that they imagine 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 affect of that initiative. And at the moment, we’re excited to announce that we’re increasing our Immersive Advertisements choices and bringing video advertisements to all eligible advertisers. This is a crucial step ahead, because it permits extra manufacturers to instantly 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.

Affect From Video Advertisements and Person Reactions

In our examine, we discovered that Roblox customers responded positively to video advertisements from a number of manufacturers and client classes.  In reality, 75 % of respondents mentioned they’re extra more likely 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 examine had been designed to be immersive and to not disrupt the consumer 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 doubtless 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 more information in regards to 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 neighborhood of 71.5 million**** every day lively customers. However we’re pleased with our early analysis insights exhibiting that these efforts are having a useful affect for our model companions and our builders, and we are able to’t wait to assist them take it to the subsequent stage.

* Research carried out by way of 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 advertisements from a number of manufacturers throughout totally different client classes on the platform. Outcomes based mostly on High 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.