Ad Tech Insights
e-Commerce: Roblox & Walmart's Big Move
The story: In a potentially groundbreaking move for e-commerce, Roblox users can now buy physical Walmart products, delivered right to the user’s doorstep, within the virtual world of Roblox. This collaboration allows users to browse, “try out”, and purchase select Walmart items, representing Roblox’s first-ever venture into real-world commerce.
“Shopping for virtual items is already an important element of how people engage and express themselves on Roblox daily,” explained Roblox VP of Economy, Enrico D’Angelo. “So our goal is to gather feedback, test the technology, and learn what resonates with Gen Z customers the most when it comes to shopping for physical items.”
The takeaway: The first-of-its-kind collaboration reflects Roblox’s ambitions to transcend gaming and become a comprehensive digital platform, similar to Facebook or Amazon. This blurring of virtual and physical commerce might also suggest a new normal for brands, retailers, and users to adapt to within the constantly changing digital landscape.
Extra Industry Insights
- Nordstrom has introduced a new digital marketplace on its website, fulfilling the retailer’s promise to enhance its e-commerce business. Nordstrom’s president of digital and customer experience, Miguel Almeida, states that Nordstrom’s goal is “...to offer customers more breadth, depth and newness in the categories they come to us for…”
- Social media is up 14.3% YoY, dethroning paid search as the largest channel worldwide for ad spend.
- Time spent with social media platforms has increased by over 50% over the past decade, with average daily consumption increasing from 95 minutes to 152 minutes in 2024.
- IAB Europe has published the final version of the Retail Media Measurement Standards, providing media buyers with a framework for consistent metrics to compare retail media investments.
Kevel Catch-Up
LIVE: Kevel x New Digital Age
In this New Digital Age article, Kevel CEO & Founder James Avery talks about navigating the evolving retail media landscape -- from the growing demand for unique ad formats to the importance of first-party data.
Check out the full opinion piece here.
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LISTEN - This episode of AdExchanger Talks sits down with Ashley McCollum, head of immersive media solutions for Roblox. McCollum announces that Roblox’s video ad platform is open to programmatic demand and what that looks like for buyers.
