Importance Score: 25 / 100 🔵
Google and Roblox Join Forces to Enhance Advertising Opportunities for Brands Targeting Gen Z
In a significant development for digital advertising, Google has announced a new alliance with popular gaming platform Roblox, enabling advertisers to access and scale Roblox’s Rewarded Video and diverse immersive ad formats. This collaboration means marketers aiming to connect with the predominantly Gen Z audience on Roblox can now utilize Google Ad Manager to execute their video advertising campaigns, specifically including the Rewarded Video format, according to Roblox.
Expanded Reach to Gen Z Audience
Rewarded Video ads on Roblox are available for purchase both directly and programmatically, offering brands and agencies access to the platform’s substantial user base of “tens of millions” of Gen Z individuals who actively engage with the service on a daily basis. This partnership unlocks new avenues for advertisers to effectively reach this valuable demographic within the immersive environment of Roblox.
New Monetization Paths for Roblox Creators
For Roblox, this collaboration with Google introduces expanded opportunities for game developers to monetize their creations. Furthermore, it presents players with additional methods to gain in-game rewards. Through Rewarded Video ads, Roblox users can opt to watch brief, full-screen video advertisements, typically up to 30 seconds, within Roblox games and experiences in exchange for perks determined by the game creator. Initial testing of these ad formats has demonstrated high user engagement, with completion rates exceeding 80%, the company stated.
Industry Collaborations for Ad Measurement
Roblox has also revealed further industry partnerships with companies including Cint, DoubleVerify, Integral Ad Science (IAS), Kantar, and Nielsen. These strategic alliances are designed to empower advertisers with robust tools to measure the effectiveness and impact of their advertising investments on the Roblox platform.