Roblox is opening up its video ads offering to all advertisers following trial testing over the past six months with brands, including Warner Bros. Pictures, Walmart, e.l.f Beauty, HUGO and global agencies like Dentsu and Hearts & Science.
The online gaming platform will allow ads to be shown to users ages 13 and up. Roblox notes that the Gen Z age group makes up more than half of its 71.5 million daily active users.
Currently, Roblox’s immersive ads include portal and image ad formats. Per Roblox, “new video ads come with expanded controls and features like genre targeting, brand suitability and an audience estimator.”
According to Roblox’s video ads terms:
- Users will know when they are interacting with ad content on Roblox, and ads will only be served to people ages 13 and up
- Ad publishers must meet and maintain certain thresholds and requirements to participate and earn through ad monetization, such as being 18+ ID verified or maintaining a certain monthly unique visitor minimum threshold. Ad publishers’ experiences must also comply with Roblox’s Community Standards to ensure brand safety
- Brands can leverage brand suitability controls and genre targeting included in the platform’s Ads Manager to choose experience content that is most suitable to their brand needs.
Coming later in 2024, brands will be able to purchase through a cost-per-completed views model. Also later this year, IAS’s viewability and IVT measurement products will be available for campaigns.
“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, Roblox vice president of global brand partnerships. “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.”
