Hi Creators,
Last year, we shared our plans to permanently remove User Ads to make ads on Roblox more relevant and integrated with the user experience while also working towards simplifying and consolidating all Roblox ad purchasing to Ads Manager.
Today, we’re sharing the timeline for sunsetting User Ads and ways we’re testing to improve Sponsored Experiences and ultimately make them a better and more effective solution to advertise your experience to potential users.
Key Dates For Sunsetting User Ads
- June 16, 2024: Last day advertisers can create new User Ads.
- June 17, 2024: Last day User Ads will be displayed on Roblox.
- July 31, 2024: Advertisers can access previous User Ads campaign reporting and data on the User Ads page until this date.
To advertise your experience on Roblox, you can use Ads Manager to buy Sponsored Experiences. Sponsored Experiences will continue to be a core way creators can advertise their experiences on Roblox and we want them to be more personalized and compelling to help you drive better ROI of your ad investment.
In the past month, we elevated the Sponsored sort to a higher placement on Home and added more targeting options. Since testing*, on average, we have seen a significant increase in ad impressions, clicks, plays, and a significant decrease in cost per play.
In addition to that, we will be testing 16:9 thumbnails for the Sponsored Experiences sort in the coming months. We know there’s more work to be done to add more features in Ads Manager and improve the UI so it is straightforward for you to create, optimize, and measure your ads. We will provide more information on these improvements in future posts.
*Note: Test data was collected after April 1, 2024, and is based on the daily average per ad served.
Updates to the discoverability of your experiences
As we look ahead, sunsetting User Ads unlocks additional real estate on the homepage, which provides users with more opportunities to discover your experiences. We’ve also been testing a series of changes across our key surfaces to improve your experiences’ discoverability. This includes the new curated Today’s Picks sort on Home, larger 16:9 thumbnails on Home, and an enhanced discover page with top charts and new sorts.
These updates are a part of the work we’re doing to make the Discovery Vision we shared earlier this year a reality.
We strive to match your experiences with the right audiences through various means. We want you to continue to have the agency to promote your experiences via Sponsored Experiences alongside the recommendations made via our Discovery system, curation, as well as on-going community events spanning Roblox discovery surfaces (Home, Discover, Search and Notifications).
Thank you.
Resources
FAQ
Where are User Ads currently shown on Roblox?
- User Ads are currently only visible on Roblox.com > Home
How does the removal of User Ads impact users who used them to promote Groups, paid access experiences or virtual items?
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Unfortunately, users will no longer be able to promote Groups or paid access experiences. However, our team is continuously exploring ways to improve groups discovery and more ways to advertise on Roblox.
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Users can advertise their virtual items using Sponsored Items. We are continuing to look at ways to improve this feature.
