- 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 influence and model carry 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 the moment, research outcomes level to those adverts’ potential to generate influence throughout key model targets.
As we work to carry 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 constantly measuring and bettering the influence of brand 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 consumer privateness.
In March, we carried out an viewers influence and model carry research at the side of Latitude. * The early findings from this research of two,100 individuals demonstrated that individuals have a constructive reception to manufacturers on Roblox. For instance, 78 % of respondents stated they get pleasure from immersive experiences from manufacturers on Roblox, whereas 82 % stated they recognize 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 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 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 % 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 the moment, we’re excited to announce that we’re increasing our Immersive Adverts choices and bringing video adverts to all eligible advertisers. This is a crucial step ahead, because it allows extra manufacturers to immediately 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.
Affect From Video Adverts and Person Reactions
In our research, we discovered that Roblox customers responded positively to video adverts from a number of manufacturers and shopper classes. In actual fact, 75 % of respondents stated 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 consumer expertise.
When averaged throughout the manufacturers** in our check, 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 seemingly 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 ads 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**** each day lively customers. However we’re pleased with our early analysis insights displaying that these efforts are having a useful influence for our model companions and our builders, and we will’t wait to assist them take it to the subsequent degree.
* Examine carried out through 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 shopper classes on the platform. Outcomes based mostly on High 2 field the place relevant.
** Model carry outcomes averaged throughout three manufacturers examined.
*** pp = share level carry.
**** As of the fourth quarter of 2023 ending December 31, 2023.
