Challenge

Intuit QuickBooks, an online accounting software for small business, entered the Australian market with a clear communications challenge: build brand awareness and tap into the Small and Medium Business (SMB) vertical which accounts for more than 2 million business owners. Traditional TV had been employed to drive reach and build awareness for several years, and while effective, there were nagging concerns around the lack of accountability, and a pressing need to deal with shifting consumption behavior impacting TV audiences which were rapidly migrating to online video.


Solution

Intuit worked with DWA, their local media agency to devise a testing framework that would allow Intuit to understand the value of online video. The experiment harnessed multiple internal data sources, 3rd parties, and human intelligence.

DWA recommended a partnership with Milward Brown and dataxu to deliver and measure an online video campaign which would run across Australian eastern seaboard metro areas in conjunction with free-to-air television activity. DWA and dataxu worked together to identify SMB data and premium video inventory sources and placed media buys based on Intuit’s reach and frequency goals.



Results


Tremendous cross-over occurred between Intuit’s TV and digital advertising.

 


125%

Video ads drove 125% higher engagement than display advertising and further engagement on Intuit’s site (bounce rate was 15% lower).


78.9%

Total TV footprint reached via premium video inventory sources and strategic media buys.


Online video was highly effective in connecting the brand with light and non-TV viewers, delivering half the total frequency.


Looking to see if dataxu is a match for you?

people in meeting

About dataxu

dataxu® helps marketing professionals use data to improve their advertising. Our software empowers you to connect with real people across all channels, including TV, capturing consumers’ attention when and where it matters most. With 12 offices around the world, we’re here to help power your business forward. Discover what you + our software can do at www.dataxu.com.