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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.
Africa’s daily intelligence on business, policy and power—what changed, what it means and what to watch next.
OPENING SIGNAL
Engineers India wins $450m deal for dangote’s 700,000 bpd Kenya refinery
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Aliko Dangote contracted Engineers India Ltd. under a $450 million agreement to provide project management and engineering consultancy for a new 700,000-barrel-per-day refinery and petrochemical complex in Lamu, Kenya.
The state-owned Indian firm previously helped build Dangote's flagship Lagos refinery, which is expanding from 700,000 to 1.4 million barrels daily. The Kenyan facility aims to boost regional fuel production, reduce East Africa's import reliance, and supply international markets. Simultaneously, Dangote launched an initial public offering for his Nigerian refinery to raise $1.6 billion and diversify ownership among African investors.
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BUSINESS · COMMODITIES & POTASH EXPORTS
Eritrea Positions to Supply U.S. Potash Market Alongside Belarus
Potash mining developments across the Danakil Depression indicate that Eritrea is expanding commercial extraction to offset global fertilizer supply disruptions, positioning its high-grade reserve deposits to meet growing agricultural demand across North American and international markets.
POLICY · SECURITY & DIPLOMACY
United States Expands Strategic Security Cooperation with Ethiopia
U.S. state department representatives reaffirmed commitment to deepen bilateral security and commercial ties with Addis Ababa during bilateral talks at UNGA, strengthening regional defense cooperation in the Horn of Africa as diplomatic tensions persist between Ethiopia and Egypt over the Blue Nile and maritime access.
POWER · INFRASTRUCTURE & PHILANTHROPY
MrBeast Builds $10 Million Community Village Project in Ghana
Digital creator Jimmy Donaldson (MrBeast) financed and constructed a $10 million sustainable residential development equipped with solar infrastructure, clean water systems, and modern educational facilities to support underprivileged families in rural Ghana.
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PARTNER MESSAGE
7 Stocks to Ride The A.I. Megaboom
The next A.I. boom could create massive winners just like the 1990s tech surge.
We identified 7 small tech companies positioned to benefit from the next phase of A.I. growth.
See them inside this free report 7 Stocks to Ride The A.I. Megaboom.
AS OF APPROX. 13:25 WAT, SEP 23, 2026 · BUSINESS INSIDER AFRICA MARKETS
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DEFENSE & GLOBAL TRADE
South African defense firm partners with Indian billionaire after Ukraine tech sales
South African defense technology manufacturer Milkor expanded its international footprint by signing a joint-venture defense manufacturing agreement with an Indian industrial conglomerate led by billionaire Gautam Adani. The deal follows Milkor’s recent export of autonomous reconnaissance drones and defense hardware to Ukraine, reflecting growing global demand for South African military technology. The strategic partnership will establish joint defense production lines in India.
THE AFRICA ANGLE: African defense technology companies should leverage joint ventures with Asian industrial conglomerates to scale manufacturing capacity and access international defense supply chains.
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PARTNER MESSAGE
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EXECUTIVE TRIVIA HOW WELL DO YOU KNOW AFRICAN BUSINESS? One quick question on African business, economics, policy or corporate history. Choose an answer below and see immediately if you are right. |
Which engineering company won the $450 million contract for Dangote's proposed 700,000 bpd refinery in Kenya?
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