Roblox Expands Immersive Video Ads Access to All Advertisers, Adds New Measurement Partners - Seite 2

Earlier this year, Roblox conducted an audience impact and brand lift study⁵ with Latitude pointing to positive user reception of video ads. For example, the vast majority of the study respondents (75 percent) said they were more likely to notice brands advertised on Roblox as compared to brands that advertise elsewhere, and 73 percent see brands that advertise on Roblox as category leaders.

Study results also show that Roblox video ads can deliver significant lift across all key brand objectives, from awareness to consideration, while also boosting user actions, such as the likelihood to post about the brand on social media, check out its website and look for more information about the brand. After viewing video ads on Roblox,⁶ users were more likely to visit the advertisers’ experiences on Roblox (+10pp⁷), post about these brands on social media (+5pp), follow them on social media and/or check out the brands’ websites (+4pp) and look for more info about the advertised brands (+3pp).

“According to three quarters of respondents in this research, brands that advertise on Roblox ‘feel innovative and unique,’” said Enrico D’Angelo, vice president of economy, Roblox. “This sentiment reflects our vision for Immersive Ads, which is to help make user experiences richer on the platform—immersive, not disruptive. We are focused on building powerful, native to Roblox solutions like video ads that bring advertisers inside 3D immersive experiences and serve their needs of innovating and engaging communities at scale in these new spaces. We are also leveraging and building upon industry standard advertising goals like completed views, evolving them to ensure more authenticity for our users.”

Scaling the Ads Business With New Measurement and Programmatic Partners

To offer measurement solutions to its advertisers, Roblox today also announced new partnerships with leading research organizations — Integral Ad Science, a global media measurement and optimization platform, and Kantar, a marketing data and analytics business and brand consultancy:

• Integral Ad Science (IAS) is partnering on a first-to-market integration with Roblox to provide 3D in-experience Viewability and Invalid Traffic (IVT) measurement in complex environments. Advertisers on Roblox will get access to industry-leading third-party measurement to verify that their Immersive Ads (video and image formats) are driving engagement with real users. IAS's Viewability and IVT Measurement products will be available for campaigns on Roblox later this year.
• Brand Lift Solution with Kantar Context Lab will serve as an interim solution for brand lift studies utilizing forced-exposure methodology for eligible video ads campaigns on Roblox.

In the near future, Roblox will offer full integrations with multiple brand lift partners for industry-standard passive measurement of ad campaigns.