Roblox Expands Immersive Video Ads Access to All Advertisers, Adds New Measurement Partners

Roblox announced video ads would become available to all advertisers1, enabling them to seamlessly reach Roblox’s community of users, ages 13 and up,2 across the platform. This new immersive advertising format doesn’t require creation of custom-built 3D content and opens up a scalable opportunity for brands to connect with Gen Z consumers that represent over half of the platform’s 71.5M daily active users.3

“By advertising on Roblox, brands can create deeper connections and engage tens of millions of Gen Z users who represent our top-spending demographic and spend millions of hours here daily connecting and exploring immersive experiences,” said Stephanie Latham, vice president of global brand partnerships, Roblox. “Our new video ads format offers the simplicity and scalability that brands want to drive global awareness and consideration. Any brand can easily leverage our video ads in their campaigns, benefiting from a format built for this digitally savvy consumer generation that’s increasingly hard to reach through traditional and 2D media.”

Available today through Roblox’s self-serve Ads Manager 4 and soon via programmatic media buying, the new video ads come with expanded controls and features like genre targeting, brand suitability and an audience estimator. Later this year, advertisers will also be able to buy completed views—a proven format in the industry currently being beta-tested in Ads Manager. Video ads join the broader suite of Roblox’s Immersive Ads offerings that already include portal and image ad formats, the two solutions helping brands drive traffic to their existing content and increase awareness among users on the platform.