DPAC 2010 Best Digital Direct Response Finalist: Initiative / Intuit TurboTax
publication date: Nov 29, 2010
As we addressed the broad audience with messaging regarding TurboTax’s online capabilities, we ran rigorous multivariate concept tests through dynamic ad providers to strengthen the power of individual elements within our banners. Through regularly conducted analyses on concept performance by media type and audience segment, we quickly identified and tailored best performing concept and landing page combinations. In addition to this effort, we utilized proprietary targeting to help us engage users through remarketing. In order to maximize scale and cost efficiencies for remarketing, we targeted media inventory across networks and exchanges. We then used our ad serving technology platform to deliver tailored messaging to consumers who expressed interest in our product.
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