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If you haven’t started your taxes yet, there are a few advertisers out there on a mission for your attention online. For tax software brands, this is the prime time of the year to target potential customers across digital channels. You’ve probably noticed ads for brands such as TurboTax, H&R Block, and TaxACT across your devices over the last couple weeks as the competition between the software companies heats up. TaxACT alone released another nine creatives on January 25th, before upping their spend and impressions on YouTube by over two times.
TaxACT has spent 93% of their digital budget on desktop video advertising in the last thirty days, with focus on YouTube. The software company is one of the few tax brands taking advantage of video advertising, and of one of the most trafficked sites: YouTube. While YouTube is the top site for the Financial Services category as a whole, it is not as popular a site with tax specific advertisers. Although TurboTax and H&R Block are advertising on YouTube, TaxACT is outspending both competitors considerably with 70% of the spend share and impressions on the site between the three.
When looking at the video creatives for TaxACT, it appears that the brand is targeting millennial and younger audiences that may frequent YouTube’s homepage. In the majority of their 27 unique video creatives, a young adult is quickly and easily preparing their tax return on their laptop while being questioned about the free software services by a gentlemen in a suit. It will be interesting to see if this video-centric strategy converts to more software users for TaxACT, especially considering how much of their digital budget is invested in the ad type.
Click below to download TaxACT's entire digital strategy over the last thirty days including top creatives, sites, adtech partners, daily spend, and more.