![]() ![]() ![]() ![]() While most consumers are familiar with Intuit products such as TurboTax, Mint and QuickBooks, the parent company hasn’t garnered the same kind of brand recognition. And, in some cases, the most effective way to get that sort of broad reach is to hit people when they’re sitting on a sofa in a living room.įor the past year, generating reach and awareness have been top of mind at Intuit, which is in the midst of an ongoing multiphase video-centric brand campaign. That’s why Intuit is testing targeting segments for addressable TV with help from its media agency, Dentsu-owned Carat, using Merkle’s M1 people-based marketing platform.īut the goal is to reach a broad audience of financially active and aware 18 to 54-year-olds who are “technology inclined” and involved in managing their daily finances. “We’re doing the blocking and tackling of strong reach and awareness building, but we’re mixing it with more experiential and digital,” said Lauren Stafford Webb, Intuit’s VP of brand marketing.Ī balance between traditional and digital is “critical to reach our target where they are – and in a place where we can get attentive eyeballs,” she said, noting that CTV is a way to “complement what is happening live.” ![]() But the financial software company is not giving up on television’s biggest tentpoles. ![]()
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