Google has entered into a new collaboration with gaming platform Roblox, enabling advertisers to buy and scale immersive ad formats, including Roblox’s Rewarded Video. This partnership will allow marketers aiming to engage the predominantly Gen Z audience on the platform to utilize Google Ad Manager for their video ad purchases, featuring the Rewarded Video format.
Advertisers can acquire these ads through both direct and programmatic purchasing, facilitating access to Roblox’s vast base of “tens of millions” of Gen Z users who actively participate in the platform each day.
For Roblox, this partnership presents additional opportunities for game developers to monetize their creations while providing players with new ways to earn in-game rewards. With Rewarded Video ads, Roblox users can watch up to 30 seconds of full-screen video ads during their gaming experience to receive perks that the game creator decides to offer. The company reports that tests for these ads have achieved completion rates exceeding 80%.
In addition to this partnership, Roblox has formed alliances with other industry players, including Cint, DoubleVerify, Integral Ad Science (IAS), Kantar, and Nielsen, to assist advertisers in measuring the effectiveness of their ad investments.
