- Metrics are a key part 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 elevate research discovered that manufacturers on Roblox are obtained 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 adverts to all eligible manufacturers at this time, research outcomes level to those adverts’ potential 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 objective 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 adverts on Roblox are secure, clear, and respectful of person privateness.
In March, we carried out 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 optimistic reception to manufacturers on Roblox. For instance, 78 p.c of respondents mentioned they get pleasure from immersive experiences from manufacturers on Roblox, whereas 82 p.c mentioned they admire manufacturers that present in-experience content material, like avatar objects and particular mini-games. And 86 p.c mentioned Roblox was a “good or nice” associate for serving to to advertise manufacturers.
Manufacturers That Promote on Roblox Stand Out
Since final 12 months, we’ve been experimenting with Immersive Adverts that enable 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 progressive and distinctive, whereas 73 p.c see manufacturers that publicize on Roblox as class leaders.
Because the finish of 2023, we’ve additionally been testing video adverts with a restricted variety of promoting companions and finding out the influence of that initiative. And at this time, we’re excited to announce that we’re increasing our Immersive Adverts choices and bringing video adverts 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 Adverts and Consumer Reactions
In our research, we discovered that Roblox customers responded positively to video adverts from a number of manufacturers and client classes. In truth, 75 p.c 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 adverts that have been a part of the research have been designed to be immersive and to not disrupt the person expertise.
When averaged throughout the manufacturers** in our take a look at, Roblox video adverts generated statistically vital will increase in all key metrics — model consciousness, advert consciousness, opinion, consideration, and suggestion.
Customers uncovered to a Roblox video advert have been considerably extra possible than non-viewers to take the next actions:
- Go to the model’s Roblox expertise (+10pp***)
- Submit in regards to the model on social media (+5pp)
- Watch model commercials on-line (+4pp)
- Try the model’s web site (+4pp)
- Observe 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 provide manufacturers new and richer methods to get their messages to our world group of 71.5 million**** every day energetic customers. However we’re happy 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 subsequent degree.
* Research carried out by way of Latitude March 20-27, 2024 amongst 2,100 U.S. respondents who spend time on Roblox not 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 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.