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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% ☕
Sunday is when I look back at the numbers we ran during the week and ask what they have in common. Usually it takes some squinting. This week it did not.
Every single number pointed in the same direction. Away from more. Toward fewer, chosen deliberately, and owned completely.
Here is the week on one page, and the four moves I would make before Monday.
💡 MORE IS NO LONGER A PLAN
Monday: 1,288,605 AI cold emails produced one interested human for every 421 sent. Volume is now free, so it stopped being an edge.
Tuesday: AI saves sellers 4.8 hours a week, and 72% of sales orgs reinvest little of it into selling. More time did not become more selling.
Wednesday: reps with under 30 accounts hit 118% of quota. Past 50, they stall near 70%. More accounts meant thinner coverage, not more revenue.
Thursday: 69% of buyers want a rep to validate the AI, and 49% expect the rep to mislead them. More claims lose to one honest concession.
Friday: software ships 66% of all AI sales agents, which makes the software buyer's inbox the most saturated in B2B. More personalization became noise.
Saturday: agents are on track to outnumber sellers ten to one. More execution makes the accountable human scarcer.
Six different studies. One pattern. For a decade the default answer in sales was more: more dials, more sends, more accounts, more tools. AI made "more" nearly free, and when something becomes free it stops differentiating. The scarce resources now are selection and ownership.
🔧 THE FEWER, OWNED RESET
Four moves to carry this week into the next ten weeks of Q4.
1. Measure the real number: Swap reply rate for interested replies per chosen account. Write the honest number where you will see it daily.
2. Pre-spend your saved hours: Block the hours AI gives back before the week starts, and fill them with named buyers. Unassigned time leaks.
3. Run 25 inside your territory: Pick the accounts with an active trigger and a senior relationship. Cap the list. Give the rest to the machines and watch for signals.
4. Put your name on the outcome: Every proposal gets a human owner, a 90 day checkpoint and one early promise kept. That is the part no agent can sell.
🎯 THIS WEEK'S HOMEWORK
Choose one of the four moves, only one, and make it non-negotiable for the next seven days. Put it in your calendar tonight as a recurring daily block. One move done fully will beat four moves done halfway, which is the whole point of this week.
❓ QUESTION OF THE DAY
What is one thing you will do less of this week, on purpose?
Reply with it. Saying it out loud makes it far more likely to stick.
See you tomorrow.
Edward
Founder, Morning Sales
P.S. Fewer, better touches only work if each one is sharp. The 500 AI Sales Prompts manual is the library I pull from for every move above: the outbound audit, the pre-call prep, the account scoring and the proposal language. Set it up tonight and start Monday ahead. 27 dollars: https://store.edwardgorbis.com