Google announced a new partnership with gaming company Roblox on Tuesday. This allows advertisers to purchase and scale Roblox-paid videos and other immersive ad formats. This means that marketers who want to reach young Gen Z audiences who dominate the platform can use Google Ads Manager to place video ad purchases that include paid video formats, Roblox says.
The latter can be purchased directly and programmatically, reaching “tens of millions” of Gen Z users, where brands and agents are active every day.
For Roblox, partnerships offer a way for game creators to monetize their efforts while also providing players with other ways to make profits in the game. Rewarded video ads allow Roblox users to watch full screen video ads for up to 30 seconds in Roblox games and watch the online experience to receive perks that make them available to game creators. The company says it has a completion rate of over 80% in testing these ads.
Roblox has also announced other partnerships in the industry, including CINT, DoubleVerify, Integral Ad Science (IAS), Kantar, and Nielsen, to help advertisers measure the impact of ad purchases.