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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.
1️⃣ Meta Turns On Product Browsing October 28
Meta told advertisers it will add product browsing to ads that are already running on Facebook and Instagram on October 28. When people tap the ad, they may see product info and suggestions inside the app before they reach your website. You can opt out before that date, or turn it off any time in your Advantage+ Creative and Destination settings.
Source: PPC Land
My take: Meta claims 3% more conversions in a test, but I want to see what a tap that stays inside the app does to my own numbers. For Q4 I would opt out on my best campaigns and test it on one small one first.
2️⃣ Meta Makes You Responsible for Its AI Edits
Meta's updated Commercial Terms add an AI Features section. It says you are "solely responsible" for what Meta's AI features create or change in your ads, and Adweek reads that as including features Meta switches on itself.
Meta's own terms page says the update starts November 20, while Adweek and PPC Land reported October 30.
Source: Adweek and Meta Commercial Terms preview
My take: Meta's AI changes the ad, and the risk is ours. I would check the Advantage+ creative settings on every live ad this week and switch off what I don't want, like added sitelinks, translations or generated images.
3️⃣ Meta Lets You Pick an Audience per Creative
Meta is rolling out an option to set an age and gender for each ad creative, so one ad set can aim different creatives at different people. It is a hint, not a hard limit, because Meta says the ad may also reach others who are likely to respond.
Source: Jon Loomer
My take: Nice to have a bit of control back. Although, as I always say, test it for yourself.
4️⃣ Meta Q3: Ad Prices Rise 14%
Meta's ad revenue was $63.1 billion in the third quarter, up 26% from last year. Ad impressions grew 10%, while the average price per ad rose 14%.
Source: Meta Investor Relations
My take: Ads cost 14% more on average, and that is before Black Friday. Same story every year, ads get more and more expensive, especially in Q4.
That's it for this week.
See you next Monday with the latest Meta news.
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