After debuting programmatic ads in spring 2024 and cementing itself as the prevailing metaverse king (sorry, Zuck), Roblox used its recent NewFronts slot to talk up data showing people are more engaged with ads on its platform than anywhere else.
It partnered with research firm MediaScience for a study that tracked eye movement and physiological responses like “micro-changes in sweat activity” to see how 140 Americans between the ages of 13 and 34 reacted to engaging with branded experiences on Roblox versus content on social media and streaming TV.
The study found that users paid 100 times more attention to branded content in Roblox than ads on social media, and 35 times more attention to Roblox ads than ads on streaming TV, Roblox said. Participants also showed a 211% increase in “unaided brand recall” vs social media ads, and a 38% increase vs streaming.
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Roblox didn’t specify exactly which kind of ads it used from its own platform, social, or streaming, but a rep told Digiday that for competitors, participants were shown “a typical scrolling experience with in-feed ads.” For Roblox, it sounds like participants were logged in to branded worlds, playing games that were designed entirely to push companies and their products.
To be clear, though, Roblox isn’t trying to totally divorce itself from that “typical scrolling experience.” It also presented findings that a Roblox + social combo ad strategy leads to a 292% increase in brand recall vs advertising just on social. Roblox + streaming TV? 107% higher recall than just streaming TV.
Presenting that data indicates Roblox is trying to pitch its programmatic ads as part of a holistic digital ad strategy. This makes sense, considering advertisers have reportedly struggled to understand Roblox’s sprawling ad marketplace. Programmatic ads, which are sold and placed by Roblox itself, are the most straightforward (and also the most contentious, considering complaints from studios who say it’s sucking up the revenue they once earned by making custom branded worlds for companies). Brands already understand reaching consumers with digital ads on platforms like YouTube, TikTok, and Instagram; Roblox is contextualizing itself as part of that list.
Which is interesting, since many brands still think of Roblox as a video game whose closest competitors are Fortnite and Minecraft, not a creative social hub ready to compete with creator platforms.
In that way, Roblox going to the NewFronts is similar to YouTube transitioning to the Upfronts. YouTube moved because it wanted to position itself among TV’s big boys. Roblox is hyping its ad formats at the NewFronts because it wants to compete not with game titles, but with platforms.
Allison McDuffee, Roblox’s Global Head of Brand Insights and Measurement, told Digiday Roblox wanted to learn more about consumer emotional engagement and brand recall as a “first step in deeper understanding of how immersive 3D environments are different from other digital content.” (She also mentioned Roblox’s recent partnership with Google as an example of the company expanding its ad offerings and campaign measurement capabilities.)
“This research stems from our overall commitment to ensuring that brands can plan, measure, and verify their marketing and media investments on Roblox,” she added. “We also want brands to have a clear understanding of how immersive 3D media on the platform can help connect to brand outcomes. This is a new area of research as 3D immersive spaces are becoming an increasingly important way of connecting people, especially Gen Z consumers.”
Will this data be bait for advertisers? We’re not sure. Boaz Burns, Associate Director of Innovation at media agency Carat, told Digiday brands are more focused on sales outcomes than tracking consumers’ eye movements and recall.
“Attention scores are certainly important, but it’s a very small piece of the decision-making matrix. Brand recall, for my clients, is of almost no value,” he said.
