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Blu Dot surpasses 2,000% ROAS with self-serve CTV ads
Home furniture brand Blu Dot blew up on CTV with help from Roku Ads Manager. Here’s how:
After a test campaign reached 211,000 households and achieved 1,010% ROAS, the brand went all in to promote its annual sales event. It removed age and income constraints to expand reach and shifted budget to custom audiences and retargeting, where intent was strongest.
The results speak for themselves. As Blu Dot increased their investment by 10x, ROAS jumped to 2,308% and more page-view conversions surpassed 50,000.
“For CTV campaigns, Roku has been a top performer,” said Claire Folkestad, Paid Media Strategist, Blu Dot. “Comping to our other platforms, we have seen really strong ROAS… and highly efficient CPMs, lower than any other CTV partner we've worked with.”
Using Roku Ads Manager, the campaign moved from a pilot to a permanent performance engine for the brand.
GM to the Top 1% ☕
Two reps on the same team. Same tools, same licenses, same Monday training.
One used AI to clear her admin by 10 a.m., then spent the afternoon on the hardest account in the region. The other used it to send twice as many of the same emails he was already sending. I would love to tell you I was the first one. I was the second one for most of a quarter.
💡 AI IS A MULTIPLIER, NOT A PROMOTION
A study published October 8 pulled together interviews with eight revenue executives and a survey of 236 sales professionals at two companies. It is small, and the AI literacy numbers are self-rated, so treat it as a signal and not a law.
The signal is loud, though. After adopting AI, 44% of top-quartile reps were handed higher-value work. For the bottom quartile it was 12%. Managers were also 16 points more likely to say quality improved for top performers.
Read that twice. The tool did not create the gap. It gave the people already working on hard problems more room to do harder ones, and it gave everyone else a faster way to stay where they were.
If you use AI to do your current job quicker, you get a quicker version of your current job. Your manager sees the same output, in less time, and fills the space with more of the same.
The reps pulling away use freed hours as a down payment on a bigger role.
🔧 THE UPGRADE TEST
Four steps to make sure your saved hours buy a better job and not just a longer inbox. Takes 30 minutes on Monday.
1. Log your week by hours: List the five biggest blocks of work you did last week and the hours each took. Be honest. Include the meetings that could have been emails.
2. Mark what AI touched: Circle every block where AI saved you time or could. Add up the hours. That is your freed time, and it is usually between three and six hours.
3. Name the harder task: Pick one thing you would be promoted for that you keep avoiding. A multithreaded plan for a stalled account, a business case for an executive, a competitive rewrite of your own pitch.
4. Book it before it disappears: Put the harder task on your calendar for the freed hours this week, as a meeting with yourself. If you do not block them, email will take them back by Wednesday.
🎯 THIS WEEK'S HOMEWORK
Finish steps one through three by Wednesday and block two hours on your calendar for the harder task. Do it Friday, then send your manager a one-paragraph summary of what you produced. That summary is the start of your next conversation about scope.
❓ QUESTION OF THE DAY
What is the one harder task you would take on if AI gave you five hours back tomorrow?
Reply with the task. Naming it is half of doing it.
See you tomorrow.
Edward
Founder, Morning Sales
P.S. The reps who move up use AI for the thinking work, not only the typing. The 500 AI Sales Prompts manual includes pre-call research and deal strategy prompts built for that harder tier, so your freed hours go into account plans instead of more email. 27 dollars, instant download: https://store.edwardgorbis.com