We have two advertising product updates to share.
We are excited to announce Sponsored Items which will allow Creators to advertise their 3D UGC items. Starting today, some users will see a new row of Sponsored Items appear in the Marketplace on the “Recommended” page on the Roblox app and the item details page below the “Recommended” row on the web version of Roblox.
We are also making adjustments to the audiences you can reach with our ads to be more consistent with our safety standards. New campaigns for Sponsored Experiences, Sponsored Items, and User Ads (banner ads for experiences, Marketplace items, and groups) are no longer able to reach users under the age of 13.
The Sponsored Items sort is a new way for 3D UGC avatar item creators to drive discoverability of their items on Roblox. Sponsored Item Ads will appear in the Marketplace on the “Recommended” page on the Roblox app and the item details page below the “Recommended” row on the web version of Roblox.
Since this is a new product, you may see a mix of Roblox-created items as placeholders alongside community-created items. Over time, items from the community will replace the Roblox items as more creators start to run advertisements. To start, we’ll be showing Sponsored Items to 10% of all 13+ users over the next week and expand over the coming months.
Note that only 3D UGC items are eligible for Sponsorship. If you’re curious about the UGC program and how to apply, we have more information available over here.
As of today, all advertisements placed by Roblox (ads for Sponsored Experiences, Sponsored Items, and User Ads) will reach users ages 13 and older. All new campaigns now have the option to reach users ages 13-16 and/or 17+.
Since users under the age of 13 will no longer be eligible to see these type of ads, advertisers that have reached audiences of all ages with their ads in the past may see roughly half as many impressions as they did before. We recommend you continue to monitor your ad metrics and to consider experimenting with the new audience options when you start a new campaign.
If you have already scheduled Sponsored Experiences ad campaigns to reach users under age 13, we will continue to deliver to your selected audience until the scheduled end date.