Roblox, the popular online platform and game creation system, recently released new research findings on user engagement with branded content and advertising. The study, conducted in March 2024 in conjunction with Latitude, surveyed 2,100 U.S. respondents who use Roblox at least monthly. The sample included 300 participants in a control group and 1,800 users exposed to immersive video ads from multiple brands across different consumer categories on the platform.
Key takeaways: the research reveals that 82% of users appreciate brands that provide in-experience content, such as avatar items and special mini-games. This high level of engagement extends to other forms of brand presence on the platform, with 78% of respondents stating they enjoy immersive experiences from brands on Roblox.
The study also highlights Roblox’s effectiveness as an advertising platform. According to the findings, 75% of users report being more likely to notice brands that advertise on Roblox than other platforms. Furthermore, 73% of respondents view brands advertising on Roblox as category leaders, while 75% perceive these brands as innovative and unique.
Roblox’s recent introduction of video ads shows promising results. The study indicates that users exposed to Roblox video ads are more likely to engage with brands in various ways:
- 10% more likely to visit the brand’s Roblox experience
- 5% more likely to post about the brand on social media
- 4% more likely to watch brand advertisements online
- 4% more likely to check out the brand’s website
- 4% more likely to follow the brand on social media
- 3% more likely to search for more information about the brand
These findings come as Roblox expands its Immersive Ads offerings, making video ads available to all eligible advertisers. The company allows more brands to directly communicate with Roblox’s community, which currently boasts 71.5 million daily active users.
The research also indicates a positive reception to Roblox’s partnership with brands, with 86% of respondents stating that Roblox is a “good or great” partner for promoting brands. The full report is available here.
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Roblox, the popular online platform and game creation system, recently released new research findings on user engagement with branded content and advertising. The study, conducted in March 2024 in conjunction with Latitude, surveyed 2,100 U.S. respondents who use Roblox at least monthly. The sample included 300 participants in a control group and 1,800 users exposed to immersive video ads from multiple brands across different consumer categories on the platform.
Key takeaways: the research reveals that 82% of users appreciate brands that provide in-experience content, such as avatar items and special mini-games. This high level of engagement extends to other forms of brand presence on the platform, with 78% of respondents stating they enjoy immersive experiences from brands on Roblox.
The study also highlights Roblox’s effectiveness as an advertising platform. According to the findings, 75% of users report being more likely to notice brands that advertise on Roblox than other platforms. Furthermore, 73% of respondents view brands advertising on Roblox as category leaders, while 75% perceive these brands as innovative and unique.
Roblox’s recent introduction of video ads shows promising results. The study indicates that users exposed to Roblox video ads are more likely to engage with brands in various ways:
These findings come as Roblox expands its Immersive Ads offerings, making video ads available to all eligible advertisers. The company allows more brands to directly communicate with Roblox’s community, which currently boasts 71.5 million daily active users.
The research also indicates a positive reception to Roblox’s partnership with brands, with 86% of respondents stating that Roblox is a “good or great” partner for promoting brands. The full report is available here.