Roblox announced today that it has launched a new form of advertising: Rewarded Video Ads, which, when implemented, would allow users to watch ads in exchange for an in-game benefit. Brands will be able to buy these ads programmatically, either from Roblox directly or via Google’s advertising solutions. The company also announced it’s expanding its partnership with Google to help scale immersive advertising to brands by adding Ad Manager.
Rewarded Ads are an expansion of Roblox’s existing immersive ad format, which rolled out video ads — which it now calls Video Billboards — late last year. The company’s stated mission is to create ways for brands to connect with Roblox’s large Gen Z audience. Players can watch 30-second ads within immersive experiences in exchange for in-game benefits from the advertiser, and Roblox reports 80% of test audiences watched the entire ad.
Stephanie Latham, Roblox’s VP of global brand partnerships and advertising, said in statement, “This new format is a win-win-win for brands, creators, and users, and we’ve been excited by the early results of our tests which have proven this out. Our partnership with Google makes it very easy to buy these engaging ads and reach key audiences at scale. We are continuing to remove barriers for brands and agencies that are quickly realizing the massive potential of immersive gaming platforms like Roblox where Gen Z are increasingly spending their time.”
Roblox integrates Google’s Ad Manager
Roblox’s expanded relationship with Google’s Ad Manager and AdMob means that the former will be able to scale advertising solutions to best suit brand partners. Google said in its own announcement that Ad Manager will help bring these ad formats to more brands, and allow publishers to engage with users by showing them ads in a more engaging context.
Scott Sheffer, Roblox’s VP of sellside monetization, said of the deal, “Gamers are entrenched and immersed in the worlds that publishers and app developers create and therefore it’s really critical that ads don’t detract from that experience and if anything they enhance the experience… Immersive ads allow publishers to open up opportunities for advertisers to reach that audience in a way that’s intrinsic to the existing experience, embedding the ads within the game itself.”
