Easier Roblox ads and experiences.<\/strong> Immersive game platform Roblox supports a beta version of its self-service Ads Manager. Advertisers and agencies can select billboards in-game to show ads, or as sponsored experience tiles when players engage with Home, Discover or Search pages.<\/p>\nIn addition to these static ads, brands can build interactive branded experiences in the game. In-game branded experiences are more enmeshed with gameplay, promising deeper engagement. Roblox\u2019s current policy dictates that no ads are served to players under 13. Fifty-eight percent of Roblox\u2019s audience is 13+, and its fastest-growing demographic is 17-34, according to Ashley McCollum, head of immersive media solutions at Roblox.<\/p>\n
Super League, an immersive experiences marketing company and game creator, offers scalable experiences for brands, including pop-up experiences in-game for Roblox \u2014 standing these experiences up in three to four weeks. Super League also provides measurement for ad performance. The company\u2019s benchmarks became the first such measurements verified by Nielsen for Roblox experiences. One of the most effective tactics Super League uses is through in-game pollsters who conduct interactive surveys with players while they\u2019re on Roblox. Once one of these branded pop-ups is created, Super League can push it to other virtual-world games at scale.<\/p>\n
\u201cIf you\u2019re building a branded experience, that\u2019s kind of the north star, but not every brand is there yet,\u201d said Julie Piskin, head of Roblox\u2019s global partner program. \u201cSo there\u2019s ways to integrate \u2014 you can drive media in our video product. There\u2019s a lower barrier to entry, where you don\u2019t necessarily have to have a world already existing on Roblox, so you can just dive in and start to test your reach with the audience.\u201d<\/p>\n
The CTV connection.<\/strong> There is a strong affinity between gamers, especially console gamers, and streaming TV. A new study from Samsung Ads makes this case. This means that advertisers who think cross-channel between CTV and games can increase their impact on gamers who consume both.<\/p>\n\u201cLots of us of a certain age, we think of back when we connected gaming consoles (Atari, Nintendo) to the TV,\u201d said Justin Fromm, head of insights at Samsung Ads. \u201cWhat\u2019s fascinating is that two-thirds actually watch TV and play games side-by-side, together. And that audience is reachable by advertising in both of those environments. Advertisers need to think about their gaming and the CTV advertising holistically.\u201d<\/p>\n
On average, gamers spend nearly two hours per day watching streamed content, with 92% both playing games and streaming in a single day.<\/p>\n
Cloud gaming.<\/strong> Marketers should also know about the large number who play over the cloud. Fifty-one percent of Samsung Smart TV owners say they play games primarily on smartphones or tablets. Three-quarters (76%) said they play games on multiple devices \u2014 they start a game on one device and continue the same game on another.<\/p>\n\u201cI liken it to streaming,\u201d said Fromm. \u201cStreaming today is everywhere. You can start a show on TV, and pick up the same show on a tablet on the way to work. Or if you want, tune in at work to college basketball on a desktop.\u201d<\/p>\n
Similarly, gamers are using multiple devices to play the same games. And these gamers can be reached through multichannel campaigns.<\/p>\n
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