August 11, 2017 - By Anne Curtin, Sr. Director of Marketing, Visual IQ
At Visual IQ, we are thrilled to announced that we’ve been named a finalist in the “Best Attribution Solution” category at The 2017 Drum Digital Trading Awards USA for the second year running.
The Drum Digital Trading Awards give recognition to the best in the programmatic and ad-tech industry in the USA. Visual IQ was nominated for its work with TaxSlayer, a market leader in online and professional tax preparation software. TaxSlayer leveraged the TV Attribution capabilities within Visual IQ’s Marketing Intelligence Platform to understand its television advertising’s impact on online e-files and take action to improve performance before and during tax season.
TaxSlayer dedicates a significant portion of its budget to branding campaigns designed to drive awareness and attract new customers. Outside of its annual TaxSlayer college bowl game, TV is by far its biggest investment. But with little to no tracking in place, the company wasn’t able to prove that its TV investments were driving the online traffic and electronically filed tax returns (e-files) needed to justify the spend.
Visual IQ’s platform provided TaxSlayer with a new, data-driven approach to TV measurement. Using its TV Attribution capabilities, which pairs and models TV impression data with corresponding digital response data, the company was able to quantify the true impact of its TV ads on e-files, and determine which elements of its TV spots drove the greatest response.
TaxSlayer was then able to use these granular TV insights to inform their planning decisions before the 2017 tax season began, and guide their optimizations mid-season. As a result, the company was able to significantly improve TV performance year-over-year – driving 29% more e-files than their original goal.
Click here to learn more about the award-nominated work and how TaxSlayer was able to pinpoint the right combinations of programs, networks and dayparts and make fast, effective and granular optimizations that drove more e-files with optimal efficiency.
Want to learn more about how TV Attribution can connect the dots between your TV ads and their immediate effect on digital responses? Request a demo of Visual IQ’s Marketing Intelligence Platform today.