Roblox Announces New Ad Research and Measurement Partnerships at Cannes Lions

Roblox represents a rare opportunity for brands to connect with an active and engaged audience. As we head to Cannes Lions 2026, we’re releasing new research that demonstrates why immersive advertising should be the new standard for brands, and announcing additional partnerships that will help us continue exploring this innovative frontier.

Immersive Is Effective

As revealed in Immersive Is Effective,¹ a new study conducted in partnership with Ipsos, advertisements on Roblox aren’t just seen. They are experienced, remembered, and even acted upon by a global audience of 132 million daily active users,² many of them from younger generations who are hard to reach through traditional avenues.

Our research found that ads on Roblox command greater attention than those on both streaming and social platforms. Overall, 52% of surveyed 13- to 34-year-old Roblox users spend more time paying attention to ads on Roblox than they usually do, outperforming streaming by 13 percentage points and social platforms by 11 percentage points. More than half (54%) of these Roblox users also reported that they felt more involved in the ads they see on Roblox compared with elsewhere.

This involvement makes a real-world difference, with 63% of survey respondents saying that product information they see on Roblox is memorable, leading streaming and social by an average of 14%. The message to brands is clear and simple: Stop fighting for a fragment of passive attention, and start inviting participation. The future of advertising is immersive, and partnering with Roblox can enable brands to shift their audiences from apathetic viewers to engaged communities.

Check out the full Immersive Is Effective paper for more insights into this burgeoning form of advertising and how it can help brands bridge the divide between the physical and digital.

Roblox & Ipsos: A Strategic Research Alliance

With the publication of Immersive Is Effective, we’re excited to announce a strategic partnership between Roblox and Ipsos. This collaboration serves as an ongoing research engine designed to study the evolving behaviors of Gen Z and Gen Alpha. Together, we will explore digital self-expression, new benchmarks for how immersive advertising drives connection, and measure real-world impact within virtual environments. Advertisers can now quantify the resonance and impact of their immersive engagements, within a system that supports continuous improvement.

“As Roblox’s strategic partner for immersive research, Ipsos is proud to collaborate with Roblox on a next gen insights system, reflecting the future of media and consumer behavior,” said Jamie Stenziano, EVP, Head of Tech, Media & Telco at Ipsos. “Our insights prove that virtual spaces—from stadiums to fashion runways—are at the forefront of community-building and self-expression, delivering a level of immersive engagement that redefines how brands connect with Gen Z and Gen Alpha on Roblox.”

EDO Measurement Partnership

We’ve also entered into a strategic partnership with EDO. For the first time, brands advertising on Roblox can measure branded virtual events and standard ad campaigns against the same engagement benchmarks that EDO applies across linear and streaming TV. By leveraging EDO's investment-grade data, Roblox can now demonstrate how its immersive experiences help drive consumer intent and real-world actions.

“We’re excited to bring our capabilities to Roblox as our inaugural gaming partner. At EDO, we're committed to delivering immediate investment-grade outcomes data to brands and publishers from linear and streaming TV,  immersive gaming, and more,” said Kevin Krim, President and CEO of EDO.

We look forward to continuing our work with Ipsos and EDO and providing more proof points on the effectiveness of immersive advertising and how it can help brands navigate this ever-changing landscape.