Launching your Brand in Roblox: Roblox Video Ads

For brands looking to establish a presence on Roblox, the most common approaches have been creating custom experiences, user-generated content (UGC) items, or integrating into existing games. However, in November 2023, Roblox announced the introduction of Video Ads, expanding the platform’s advertising options beyond the previously available immersive formats like Image Ads (non-clickable static images within an experience) and Portal Ads (static images that teleport users to another experience). This new ad format comes with enhanced controls and features, including genre targeting, brand suitability, and an audience estimator, offering brands more precise and impactful ways to reach their target audience.

Since many brands already allocate budgets for video advertising, which excludes building immersive and gaming environments, Roblox’s introduction of Video Ads was a strategic move to attract more brands to its Gen Z-dominated platform. This shift not only enables brands to seamlessly extend their video ad campaigns into the Roblox ecosystem but also allows its creator community to generate additional revenue from billboards within their experiences and positions Roblox to better compete in the crowded ad market, challenging tech giants like Google and Meta Platforms.

To achieve this, Roblox had to integrate Video Ads with careful consideration, striking a balance between the needs of users, brands, and developers. Given that Gen Z is notably skeptical of traditional advertising, these ads had to be non-intrusive and avoid disrupting gameplay while still delivering measurable results to stakeholders. Consequently, Video Ads on Roblox are designed with user experience in mind: they are either click-to-play or autoplay when a user focuses on the ad, pausing when the user looks away. They are muted by default, with sound only activated if the user unmutes or views the video in full screen. Additionally, if a user unmutes a video and then walks away from the screen, the volume adjusts based on the user’s proximity, ensuring a seamless and user-friendly ad experience.

After six months in closed beta testing with brands like E.l.f. Beauty, Warner Bros Discovery, Walmart, HUGO, and Dentsu—during which some users over 13 began seeing video content on Image Ad billboards—Roblox officially rolled out Video Ads in 2024. This launch marked a significant win for brands, as video ads have a greater potential to capture audience attention compared to static images. Additionally, Roblox introduced innovative features, such as the ability for developers to incentivize users to watch the full 15-second video by offering in-experience rewards like currency or items. This reward mechanism not only enhances user engagement but also provides brands with a more effective way to connect with their target audience.

Roblox’s efforts appear to be paying off, as three-quarters of users reported being more likely to notice brands advertised on the platform compared to those advertised elsewhere, according to an audience impact and brand lift study conducted with Latitude. While it has become easier for brands to enter Roblox’s ecosystem and engage an audience that seems receptive to advertising, challenges remain—particularly the difficulty in attributing sales to impressions from these video ads, as they are non-clickable and lack direct links to a webpage or other calls to action. However, this limitation is expected to be addressed once Roblox rolls out real-world commerce, which began testing in the second half of 2024.

Building a branded experience is a complex undertaking, nevertheless, it represents the ultimate goal for any brand aiming to stay at the forefront in an ever-evolving digital landscape. A strategic approach to achieving this ultimate goal is testing waters with Video Ads, getting the brand in front of Roblox’s audience and analyzing its receptiveness.

With the right strategy and execution, transitioning from testing waters to diving in can lead to lasting success in the world of Roblox. Exclusible stands ready to assist brands in navigating this dynamic landscape, offering guidance on the right approach for a successful debut on Roblox. Whether it involves building permanent games from the ground up, limited-time experiences or integrating existing games, Exclusible is equipped to support brands every step of the way. Let’s talk about your next project!