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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% ☕
A CTO at a mid-size software company forwarded me a screenshot last month. His inbox, one Tuesday morning. Fourteen outbound emails before 9 AM.
Eleven of them opened with a compliment about a recent company announcement. Nine referenced the same podcast he had been on. Every one of them was polite, personalized, and indistinguishable from the others.
His note on top of the screenshot was three words. "Guess who replied."
Nobody had.
💡 THE MOST AUTOMATED INBOX IN B2B
ZoomInfo tracked AI sales agent launches over the last 13 months and found software companies account for roughly 66% of them. Business services is a distant second at about 16%, finance third at 10%. Software is shipping AI sales agents at more than three and a half times the rate of the next industry.
Here is the consequence nobody in that report spells out. A huge share of software companies sell to other software companies. So the industry building the most agents is also the industry receiving the most agent-written outreach. If your buyer works in software, they are sitting at the exact center of the blast radius.
That inbox has been personalized to death. Every email references the funding round. Every email mentions the podcast. When everyone personalizes with the same public data, personalization stops being a signal and becomes background noise.
What has gone scarce in that inbox is anything a model could not have produced from a search result. A real opinion. A specific number from a peer. Proof that a human spent ten minutes thinking about this one company.
In the most automated market, the most human signal wins by default.
🔧 THE SATURATION ADJUSTMENT
Four rules for selling into buyers who are already drowning in agent-written outreach.
1. Ban the public hook: If your opener references something a search engine would surface in five seconds (funding, a podcast, a press release), cut it. Twelve other emails in that inbox opened the same way this week.
2. Lead with a point of view: Open with one specific, arguable opinion about their business. "Your pricing page suggests you are moving upmarket, and that usually breaks the onboarding motion around month four." A model will rarely commit to that. You can.
3. Bring private context: A peer comparison, a pattern from a similar customer, a number from your own experience. Information they cannot get anywhere else is the only thing an automated inbox cannot fake.
4. Switch channels for tier one: For your top ten software accounts, assume email is saturated. A short personal video, a warm intro, or a thoughtful comment on something they published lands where the agents are not.
🎯 THIS WEEK'S HOMEWORK
Take your last five outbound emails to software buyers and highlight every sentence a model could have written from public data. If more than half the email is highlighted, rewrite one of them from scratch with a real opinion in the first line and send it Monday.
❓ QUESTION OF THE DAY
What is one opinion about your best prospect's business that you would be willing to put in writing?
Reply with it. If you cannot think of one, that is the gap.
See you tomorrow.
Edward
Founder, Morning Sales
P.S. Want 2,800+ AI-native sellers reading your brand every morning? Morning Sales has direct sponsorship placements open for the rest of Q4, when sales teams are setting next year's tool budgets. Book a placement: https://app.beehiiv.com/direct_sponsorships/3760348f-b319-4d3d-a479-f7934571d587