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

Today, Roblox Corporation (NYSE: RBLX) announced video ads would become available to all advertisers,¹ enabling them to seamlessly reach Roblox’s community of users, ages 13 and up², across the platform. This new immersive advertising format doesn’t require creation of custom-built 3D content and opens up a scalable opportunity for brands to connect with Gen Z consumers that represent over half of the platform’s 71.5M daily active users.³

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20240501299333/en/

Avatars watching a video ad on Roblox (Graphic: Business Wire)

“By advertising on Roblox, brands can create deeper connections and engage tens of millions of Gen Z users who represent our top-spending demographic and spend millions of hours here daily connecting and exploring immersive experiences,” said Stephanie Latham, vice president of global brand partnerships, Roblox. “Our new video ads format offers the simplicity and scalability that brands want to drive global awareness and consideration. Any brand can easily leverage our video ads in their campaigns, benefiting from a format built for this digitally savvy consumer generation that’s increasingly hard to reach through traditional and 2D media.”

Available today through Roblox’s self-serve Ads Manager⁴ and soon via programmatic media buying, the new video ads come with expanded controls and features like genre targeting, brand suitability and an audience estimator. Later this year, advertisers will also be able to buy completed views—a proven format in the industry currently being beta-tested in Ads Manager. Video ads join the broader suite of Roblox’s Immersive Ads offerings that already include portal and image ad formats, the two solutions helping brands drive traffic to their existing content and increase awareness among users on the platform.

Initially introduced on Roblox in November 2023, video ads have been tested over the past six months with top brands like e.l.f. Beauty, HUGO, Walmart, Warner Bros. Pictures and global agencies like dentsu and Hearts & Science, among others:

• "e.l.f. was born to disrupt, shape culture and connect communities, and it is with this mindset that we are proud to be part of the alpha test and one of the first brands leveraging Roblox video ads,” said Patrick O’Keefe, vice president of integrated marketing communication, e.l.f. Beauty. “We have been impressed by the way it has enabled us to connect with Roblox’s vibrant community, and we look forward to continuing to use the platform to create a foundation for the future as Roblox’s virtual economy continues to grow.”
• “As a network that prioritizes innovating to impact results, our agencies can immediately harness the power of this easily scalable advertising solution for brands,” said Cara Lewis, chief investment officer, dentsu international. "Video ads offer a unique opportunity for our clients to introduce their brands to Gen Z consumers globally within popular immersive environments in a safe and scaled way, while utilizing video, social or display budgets to tap into Roblox’s premium video inventory.”

Early Insights on the Impact of Roblox Video Ads