B2B ad dollars are increasingly being used for Connected TV (CTV) campaigns. But advertisers often hesitate to appropriate marketing budget to the strategy because they’re unsure about what type of content would resonate with viewers.
Such was the case for Rollo. The Las Vegas-based printer company was interested in streaming ads, but company officials were concerned CTV would be costly and time-consuming.
Rollo is focused on shipping for small and medium-sized businesses with its Rollo Printer, having sold more than 250,000 Rollo thermal printers since being launched in 2016. The thermal printers can print up to 325,000 feet of shipping labels without using a drop of ink.
It already had stylish, high-performing social assets with the Rollo hashtag boasting more than 19 million views on TikTok.
Repurposing Social Content
Rollo already had a high-performing social strategy, and the company’s stylish assets led the company’s hashtag to boast more than 19 million views on TikTok. The company turned to Spaceback, a creative automation platform and Roku partner, to adapt its social assets for CTV quickly and affordably.
With Spaceback, Rollo was able to bring its existing creative into a TV-ready format, eliminating the need for new production workflows and saving on costs. The key to this was leveraging Roku Ads Manager to add interactive overlays to Rollo’s CTV ads. With Roku’s self-serve platform, the brand was able to get its campaign up and running within days — delivering the ease of social media with the power and presence of TV.
Attracting New Clients
Using Spaceback’s UI, Launchpad, Rollo generated CTV ads in minutes and launched them through their media buying platform of choice. The performance-driven ad units allowed viewers to click directly from the TV screen to learn more or make a purchase, which resulted in 700,000 households reached.
The campaign delivered strong results, driving both reach and revenue while maximizing budget efficiency. It cost less than $0.01 per day to reach a unique household with an average order value of $182, indicating that many viewers were first-time printer buyers rather than returning customers restocking supplies.
“[The partnership] demonstrates how brands can quickly transform top-performing social video content into effective CTV creative without a heavy lift,” said Spaceback’s Anthony Saran. “This allowed Rollo to avoid costly production expenses, easily generate and test multiple creative variations, and most importantly, drive tangible business value.”