That includes benchmarking across a variety of campaigns and branded activations, said Avery Akkineni, president of Vayner3, a metaverse-focused ad consultancy and member of the partner program. “Our team helps contextualize that data in a way that the dashboard doesn’t.” “I wouldn’t describe it as exclusive access to data, where we give certain access to certain people,” she said. Brands can also access reporting on campaign performance through the self-serve dashboard.īut if a brand conducts its campaign through the partner program, Roblox’s team will assist the partners in organizing the campaign reporting into a “more palatable” marketing deck, McCollum said. Today, any brand can use Roblox’s self-serve ad manager to buy immersive ads as part of a private marketplace deal, whether they work with participants in the partner program or not, McCollum said. Roblox’s new immersive ad platform includes in-game billboards, as well as in-game Portals that teleport players to different experiences within Roblox’s various game worlds. She chalked it up to miscommunication.īut partners will get a direct line to Roblox personnel for support in educating brand clients and developing campaigns so advertisers are better positioned to take advantage of Roblox’s new in-game ad placements. Neither partners nor advertisers that take part in the program will receive data from Roblox that wouldn’t be available otherwise, clarified Ashley McCollum, the company’s head of immersive media solutions. Though some early media coverage of the program suggested participants will get greater access to Roblox-provided data, that’s not actually the case. That way brands can ease into spending on Roblox’s ad platform without channeling the “How do you do, fellow kids?” meme. The program connects advertisers with agencies and game developers that are already versed in creating experiences that fit Roblox’s immersive game worlds. Roblox hopes to rectify that with its recently launched partner program.
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