- 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 latest viewers influence and model carry examine discovered that manufacturers on Roblox are obtained 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 immediately, examine outcomes level to those adverts’ means to generate influence throughout key model aims.
As we work to convey 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 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 protected, clear, and respectful of consumer privateness.
In March, we carried out an viewers influence and model carry examine together with Latitude. * The early findings from this examine of two,100 members demonstrated that individuals 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 objects 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 Adverts that permit builders to insert advert items into their Roblox experiences. Our examine exhibits 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 revolutionary 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 immediately, 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 instantly share their messages with tens of hundreds of thousands 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 Adverts and Consumer Reactions
In our examine, we discovered that Roblox customers responded positively to video adverts from a number of manufacturers and shopper classes. Actually, 75 % of respondents mentioned they’re extra prone to discover manufacturers that publicize on Roblox versus elsewhere. Partly, 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 take a look at, Roblox video adverts generated statistically vital will increase in all key metrics — model consciousness, advert consciousness, opinion, consideration, and advice.
Customers uncovered to a Roblox video advert had been considerably extra possible 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 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 world neighborhood of 71.5 million**** each day lively 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 are able to’t wait to assist them take it to the subsequent stage.
* Examine carried out through 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 adverts from a number of manufacturers throughout completely different shopper classes on the platform. Outcomes based mostly on Prime 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.