17th November 2023
Roblox is currently testing a new functionality that allows brands to showcase in-game video advertisements directly linked to their experiences on the platform. This feature, an extension of portal ads, is slated for a full launch in the first half of 2024. Portal ads, which transport users to new worlds upon entrance, have been a core product in Roblox's immersive advertising package since last year. Until now, creative for these ads has been limited to static images.
According to Roblox, over 34% of brand activations this year have included the purchase of portal ads, and more than 90% of the traffic generated by these ads corresponds to new users who had not previously engaged with the respective brand experiences.
The platform is not stopping there. In the coming year, Roblox plans to test the ability for brands to drive users from their Roblox experiences directly to their external websites through a direct link. This move is intended to bridge the gap between virtual and physical commerce.
These new features were announced during Roblox's recent investor day, when the company also revealed plans to introduce age and genre-based targeting for brands, starting in early 2024, allowing brands to specifically target users interested in topics such as sports, action or shopping with the aim of enhancing the relevance of ads by aligning them with users' preferences. Additionally, Roblox is set to improve measurement capabilities through new partnerships with third parties, ensuring advertisers have more accurate insights into the performance of their campaigns.
These advancements signify Roblox's ongoing efforts to develop its advertising business, spurred by a 20% year-over-year increase in average daily active users, reaching 70.2 million in Q3. The company also recently appointed a new VP of global partnerships and expanded its partnerships team to include additional ad sales roles.
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