Google and Roblox Partner to Expand Advertising Reach
Google has announced a new collaboration with Roblox, a popular online gaming platform, to broaden advertising opportunities within the platform. This partnership will enable advertisers to utilize Google Ad Manager to purchase and manage Roblox's Rewarded Video and other immersive ad formats, targeting the platform's predominantly Gen Z audience.
Reaching Gen Z Through Rewarded Video Ads
The Rewarded Video format, a key component of this partnership, allows brands and agencies to connect with the millions of Gen Z users who actively engage with Roblox daily. These ads, which can be purchased directly or programmatically, offer users in-game benefits in exchange for watching up to 30 seconds of full-screen video ads. Roblox reports impressive completion rates of over 80% during tests of these ads, indicating strong user engagement.
Empowering Game Creators and Players
This collaboration benefits not only advertisers but also game creators on Roblox, providing them with additional avenues for monetization. Furthermore, players gain access to in-game perks by interacting with the Rewarded Video ads, enhancing their overall gaming experience.
Enhancing Ad Measurement and Impact
In addition to the Google partnership, Roblox has also forged alliances with industry leaders such as Cint, DoubleVerify, Integral Ad Science (IAS), Kantar, and Nielsen. These partnerships are aimed at providing advertisers with robust tools to measure the effectiveness and impact of their advertising campaigns on the Roblox platform.
Source: TechCrunch