Roblox’s rapid redirection towards attracting brands and advertisers with new tools, including programmatic advertising, is a savvy and ultimately necessary strategy to position the company as a global platform for games and entertainment IP

Roblox will comfortably hit 100 million DAUs in 2025, as growth rates begin to run upwards of 25%, aided by aggressive geographic expansion. New content partnerships could accelerate it faster 

For TV and film marketers, led by Netflix, Roblox is becoming a default option for immersive experiences and games, while actively avoiding indirect support for Disney through Fortnite

Advertisers are rushing to create immersive virtual experiences to promote their brands, particularly on social gaming platforms with large built-in audiences. The interest shows no sign of waning.

We are in the very early days of metaverse marketing: formats are bespoke, costs are high and the data provided by platforms is rudimentary. Not all product categories are suited to a virtual incarnation.

The long-term promise is tantalising: advertising that is better than its real-world counterpart, that forges new relationships with customers, and that forms part of the product offering rather than just promotional activity.

Cross-device identity profiles are used to stitch together fragmenting online ad audiences, but also to enable new links between advertising and marketing, across European markets

This moves value from media itself to understanding each consumer and how they access content and services on proliferating connected devices

By 2020 we predict that 58% of all UK online ad buys by value will make use of high-quality audience IDs, led by the largest advertising platforms but limited by privacy regulation and cost