Roblox Study Shows Users React Positively to Brands on the Platform
Roblox opened access to video ads to all eligible advertisers.
Roblox users “have a positive reception to brands on Roblox,” according to a recent study conducted by Roblox in conjunction with Latitude.
Conducted in March 2024, the survey included 2,100 respondents in the U.S. who spend time on the Roblox platform “at least monthly.”
The survey found “78 percent of respondents said they enjoy immersive experiences from brands on Roblox.” In addition, 82% of respondents “said they appreciate brands that provide in-experience content, like avatar items and special mini-games.”
The survey also analyzed the effectiveness of advertising on the Roblox platform. According to the survey, “75 percent of respondents said they’re more likely to notice brands that advertise on Roblox versus elsewhere.”
In addition, “three quarters of respondents said that they believe brands that advertise on Roblox feel innovative and unique,” and 73% “see brands that advertise on Roblox as category leaders.”
Finally, Roblox found that after viewing a video ad on the platform, users were more likely to visit the advertisers’ Roblox experience, post about the advertised brands on social media platforms, and more.
Since late 2023, Roblox has been testing video ads with a select group of advertisers on the Roblox platform. Following this test, Roblox has now expanded access to video ads to all eligible advertisers on the platform.
You can read more about Roblox’s recent study on the company’s blog.