Hi Creators,
Today, we’re announcing several enhancements and changes to help you as an advertiser reach your objectives on Roblox.
Driving Better Discovery of Your Experiences
We know that you want the ability to efficiently acquire users by using ads to drive more discovery of your experiences.
Therefore, we’re excited to share that over the next few weeks, sponsored experiences will be elevated to a higher placement on Home. Sponsored experiences promote a creator’s All Ages, 9+ or 13+ experience. Moving sponsored experiences up can help creators drive more impressions and visits to their experience. From our tests, we saw that moving the location of sponsored experiences to a higher position on Home resulted in a significant increase in ad impressions, clicks, and plays per user. You can get started and create a sponsored experience by visiting Ads Manager.
More Ways to Reach Your Audience
We are also providing more ways to reach your audience with genre targeting and expanded location targeting in Ads Manager. Ads Manager allows you to create campaigns for Immersive Ads for ad units within experiences (image ads, video ads, portal ads), and for sponsored experiences. By adding more targeting options within Ads Manager, we also hope 13+ users see more personalized ads for experiences they want to try on Roblox.
Experience and Audience Genre Targeting
Genre targeting helps you target your ads to reach people who are more likely to engage with your experience.
For consistency, these genre classifications used for both audiences and experiences are based upon the content within the experience and are not sourced from genre categories self-declared by creators. Learn more about genre targeting here.
Experience Genre
When buying Immersive Ads, experience genres are based on the genre of the experiences your ads will be served in. For instance, if you select only “Roleplaying,” your ads will only appear in experiences classified as “Roleplaying.”
Audience Genre
For sponsored experiences, audience genre targeting is based on users’ preferences. Ads will only be served to users who like to play experiences in the selected genres.
For sponsored experiences, advertisers can select audience segments based on their recent experience preferences. Note that advertisers cannot use genre targeting on audiences for sponsored experiences in the EU.
Location Targeting
We have also expanded country-level targeting options so you can reach the people that matter to you based on their location. In Ads Manager, advertisers will be able to select up to 10 regions and/or countries. When you target a given region, you automatically target all of the countries within that region. Advertisers will still be able to target regions or countries within a region. For instance, while you can choose the “US & Canada” region, you can also choose to target just US or Canada.
Insights to Help Make Buying Ads Simpler
We want to make it easier for you to create and optimize your ads which is why we’ve also added two new advertiser tools within Ads Manager: audience estimation and bid insights.
Audience Estimation
Audience estimation helps you understand the approximate number of Roblox user accounts your ad can potentially reach when applying your targeting parameters and placements in Ads Manager. Target audience size is based on historical data for your selected targeting parameters and placements. These estimates can help to inform you about the tradeoffs between your targeting selections and the reach of your ad campaign.
Bid Insights
We’ve added bid insights to Ads Manager to help advertisers make more informed bidding decisions. We’ve found that advertisers didn’t always know what to set as their max bid which resulted in campaigns underdelivering or not delivering at all because bids were too low. In the example below, you can see that the winning bid range is between 0.04 and 0.07 USD per play. A bid of 0.01 would likely result in underdelivery or no delivery. You can learn more about our bidding and auction system here.
Immersive Ads Video Format
Earlier this month, we also launched the Immersive Ads video ad format. Video ads are videos up to 30 seconds that users can watch in experience, and can be click-to-play or autoplaying. If you’re interested in advertising using video ads, you can learn more here. If you’re interested in showing video ads within your experience, you can learn more here.
Please let us know what other things you’d like to see going forward.
Thank you!
