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Roblox has introduced a new advertising format called Rewarded Video Ads, enabling users to view advertisements in exchange for in-game rewards. This initiative allows brands to purchase these ads programmatically, either directly from Roblox or through Google’s advertising platforms. Additionally, Roblox is deepening its collaboration with Google to facilitate immersive advertising for brands by incorporating Google’s Ad Manager.
Rewarded Ads build on Roblox’s previous immersive advertising options, which include the recently launched Video Billboards. The company’s goal remains focused on helping brands engage with its substantial Gen Z user base. Players can view 30-second video ads during their gaming experience in return for benefits provided by the advertisers. Early feedback indicates that approximately 80% of test participants watched the full duration of these ads.
Stephanie Latham, Roblox’s Vice President of Global Brand Partnerships and Advertising, expressed enthusiasm about the new ad format, describing it as advantageous for brands, creators, and users alike. She highlighted the positive early results from testing, which underline the format’s potential. “Our collaboration with Google simplifies the process for brands to acquire these engaging ad experiences, allowing them to connect with target audiences on a larger scale,” Latham stated. She emphasized the importance of creating accessible advertising opportunities as brands recognize the significant potential within immersive gaming platforms like Roblox, particularly among Gen Z users.
Roblox Enhances Partnership with Google’s Ad Manager
The amplified partnership with Google’s Ad Manager and AdMob enables Roblox to provide tailored advertising solutions that effectively meet the needs of brand partners. Google has confirmed that Ad Manager will support the distribution of these innovative ad formats to a broader array of brands, facilitating a more engaging user experience through contextual advertising.
Scott Sheffer, Roblox’s VP of Sellside Monetization, commented on the importance of balancing user experience with advertising. He remarked, “Gamers become deeply involved in the environments created by publishers and app developers, making it essential for ads to enhance rather than detract from that experience. Immersive ads offer a unique opportunity for advertisers to connect with their audience in a manner that integrates seamlessly with the existing gameplay.” This approach not only preserves the integrity of the gaming experience, but also opens new avenues for revenue generation within the platform.
Source
venturebeat.com