Key Points
- EDO is expanding its outcomes measurement platform beyond television and into gaming advertising through a partnership with Roblox.
- Brands advertising on Roblox can now measure campaigns using the same benchmarks EDO applies to linear and streaming TV.
- The offering covers both traditional ad campaigns and immersive brand experiences, including virtual events and in-game activations.
EDO is extending its advertising outcomes measurement capabilities beyond television through a new partnership with Roblox, giving marketers a way to evaluate gaming campaigns using the same benchmarks applied to linear and streaming TV.
The partnership makes Roblox the first gaming platform to adopt EDO’s investment-grade outcomes measurement system, allowing advertisers to compare the performance of immersive advertising campaigns alongside traditional television and streaming media buys.
For the first time, brands running campaigns on Roblox can measure branded virtual events, in-game integrations and video advertising against the same engagement standards used across EDO’s television measurement products.
EDO said the expansion builds on more than a decade of television outcomes data and comes as gaming attracts a growing share of advertising budgets.
“As AI empowers true cross-media optimization, modern marketers expect the ability to measure and compare performance across the increasing number of screens where today’s consumers are most engaged,” said Kevin Krim, President and CEO of EDO. “We’re thrilled to bring our capabilities to Roblox as our inaugural gaming partner.”
The companies developed two measurement approaches for the initiative.
The first evaluates traditional advertising campaigns on Roblox, including rewarded video ads and billboard-style video placements. Those campaigns are measured using EDO’s existing Engagement Rate methodology and benchmarked against syndicated competitive norms across television and streaming categories.
The second focuses on branded experiences such as virtual events, influencer activations and platform takeovers. Under that model, EDO measures changes in branded search activity during campaign windows and compares the results against each advertiser’s normal engagement baseline.
According to the companies, the methodology accounts for variables such as day-of-week viewing patterns, release schedules and broader news activity to isolate campaign impact.
EDO said the framework gives advertisers a consistent way to compare immersive advertising performance with the rest of their media investments.
During an initial pilot program, EDO measured Roblox campaigns across several industries, including entertainment, beauty, streaming and gaming. The analysis covered rewarded video ads, homepage takeovers, billboard placements, branded entertainment experiences, virtual concerts and franchise activations.
The pilot found measurable increases in brand engagement tied to campaign activity, according to the companies.
“Advertisers are increasingly looking for consistent, transparent ways to evaluate performance across their marketing channels,” said Allison McDuffee, Global Head of Brand Insights and Measurement at Roblox. “This partnership helps advertisers evaluate Roblox alongside the rest of their media mix and better understand the business impact immersive advertising can deliver.”
