Roblox and Google Partner on In-Game Advertising

Google and Roblox Announce New Advertising Partnership

A new collaboration between Google and gaming platform Roblox was revealed on Tuesday. This partnership facilitates the purchase and expansion of Roblox’s Rewarded Video and other engaging advertising formats for advertisers.

Marketers aiming to connect with the prevalent younger Gen Z demographic on the platform will now be able to utilize Google Ad Manager for their video ad campaigns. This includes access to the Rewarded Video format, as confirmed by Roblox.

Expanding Ad Reach and Options

These ad formats can be acquired through both direct purchases and programmatic methods. This allows brands and advertising agencies to effectively target Roblox’s substantial base of “tens of millions” of daily active Gen Z users.

The partnership provides Roblox with enhanced avenues for game developers to generate revenue from their creations. Simultaneously, it introduces additional methods for players to unlock in-game advantages.

Rewarded Video Performance

With Rewarded Video ads, Roblox users are presented with full-screen video advertisements, up to 30 seconds in length, within Roblox games and experiences. In exchange for viewing these ads, users receive benefits determined by the game creator.

Roblox reports that initial testing of these ads demonstrated impressive completion rates, exceeding 80%.

Enhanced Measurement and Verification

Beyond Google, Roblox has also established partnerships with several other industry leaders. These include Cint, DoubleVerify, Integral Ad Science (IAS), Kantar, and Nielsen.

These collaborations are designed to provide advertisers with robust tools for accurately measuring the effectiveness of their advertising investments.

The goal is to offer comprehensive insights into ad campaign performance and impact.