On Tuesday, Google revealed a new collaboration with the gaming company Roblox to enable advertisers to purchase and expand the use of Roblox’s Rewarded Video and other immersive ad formats. This partnership will allow marketers aiming to engage with the younger Gen Z demographic, which predominantly populates the platform, to leverage Google Ad Manager for their video advertising needs, including the Rewarded Video format, according to Roblox.
These ads can be acquired both directly and programmatically, providing brands and agencies access to Roblox’s extensive user base, which consists of “tens of millions” of Gen Z users who are active on the platform daily.
For Roblox, this partnership opens additional avenues for game creators to monetize their projects while presenting players with alternative methods to earn in-game benefits. Through Rewarded Video ads, Roblox users can view up to 30 seconds of full-screen video advertisements within the Roblox games and online platforms to gain the perks selected by the game creator. Roblox reports that these ad formats have achieved completion rates exceeding 80% during tests.
Additionally, Roblox announced collaborations with other industry players, including Cint, DoubleVerify, Integral Ad Science (IAS), Kantar, and Nielsen, to assist advertisers in evaluating the effectiveness of their ad purchases.
