New Research Factors to Roblox’s Constructive Affect for Manufacturers

• Metrics are a key part 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 latest viewers affect and model elevate examine 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 adverts to all eligible manufacturers at present, examine outcomes level to those adverts’ potential to generate affect 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 choices. That’s why we’re dedicated to repeatedly measuring and enhancing the affect 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 adverts on Roblox are secure, clear, and respectful of consumer privateness.

In March, we carried out an viewers affect and model elevate examine along with Latitude. * The early findings from this examine of two,100 contributors demonstrated that folks have a optimistic reception to manufacturers on Roblox. For instance, 78 % of respondents mentioned they take pleasure in immersive experiences from manufacturers on Roblox, whereas 82 % mentioned they admire manufacturers that present in-experience content material, like avatar gadgets and particular mini-Games. And 86 % mentioned Roblox was a “good or nice” accomplice for serving to to advertise manufacturers.

Manufacturers That Promote on Roblox Stand Out

Since final yr, we’ve been experimenting with Immersive Adverts that enable builders to insert advert models into their Roblox experiences. Our examine reveals that the early outcomes of this, and our different promoting initiatives, are optimistic. For instance, three quarters of respondents mentioned that they imagine manufacturers that publicize on Roblox really feel progressive 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 adverts with a restricted variety of promoting companions and learning the affect of that initiative. And at present, 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 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 examine, we discovered that Roblox customers responded positively to video adverts from a number of manufacturers and shopper classes.  In reality, 75 % of respondents mentioned they’re extra prone to discover manufacturers that publicize on Roblox versus elsewhere. Partially, that’s as a result of the attention-grabbing video adverts 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 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 had been considerably extra doubtless than non-viewers to take the next actions:

• Go to the model’s Roblox expertise (+10pp***)
• Publish 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 present manufacturers new and richer methods to get their messages to our world group of 71.5 million**** every day energetic customers. However we’re pleased with our early analysis insights displaying that these efforts are having a helpful affect for our model companions and our builders, and we will’t wait to assist them take it to the following degree.

^* Research carried out by way of Latitude March 20-27, 2024 amongst 2,100 U.S. respondents who spend time on Roblox a minimum of 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 completely different shopper classes on the platform. Outcomes based mostly 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.