At its recent NewFronts event, Roblox showcased findings from a MediaScience study highlighting the efficacy of ads on its platform. The research, conducted with 140 users aged 13-34, utilized eye tracking to reveal that engagement with branded experiences on Roblox significantly surpassed traditional advertising mediums. Specifically, users had 100 times the attention on Roblox ads than social media and 35 times more than streaming TV. However, while the results are promising, marketers emphasize the necessity for deeper analytical metrics to drive more substantial ad investments on the platform.
Roblox's eye-tracking research revealed that users' attention to branded content was 100 times higher than social ads and 35 times higher than streaming TV.
The study indicated a 211% increase in unaided brand recall on Roblox compared to social ads, with a 38% lift over streaming TV.
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