What the growth of Roblox says about the future of media and advertising

Next in Media spoke with Ashley McCollum, Head of Immersive Media Solutions at Roblox about the company's recent push into ad tech, and why brands need to get to know creators on the platform. McCollum also talked about some recent success stories among brands building immersive experiences via Roblox, and what a generation raised in these environments wants from brand and media companies. Takeaways• Roblox is a unique platform that combines social interaction with gaming mechanics in 3D virtual worlds.• The platform has a strong focus on music, artists, and intellectual property, and offers a variety of experiences beyond traditional gaming.• Roblox is expanding its advertising business and aims to build a new market around immersive media.• The company is committed to maintaining a high bar for content and user experience while monetizing the platform.• Roblox provides opportunities for brands to collaborate with creators and reach a highly engaged audience. Chapters00:00 - Introduction and Ashley's Role at Roblox04:12 - Evolution of Advertising on Roblox08:51 - Balancing Advertising and User Experience11:32 - Navigating the Organization and Industry13:46 - Impact on Media Habits and Expectations24:11 - Ashley's Journey to Roblox Guest: Ashley McCollumHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take