Case Study: Intuit achieves substantial incremental reach and 125% higher engagement with dataxu

Intuit’s online video incremental reach experiment delivers big results

Intuit QuickBooks, entering the Australian market to reach more than 2 million small and medium business owners, faced a communications challenge: traditional TV had driven awareness but lacked accountability and audiences were migrating to online video. Intuit needed to understand how online video fit into the marketing mix, whether it could substitute for costly TV reach, and how target customers consumed broadcast versus online video.

Working with DWA, Milward Brown and dataxu, Intuit ran a tested online video campaign across the eastern seaboard alongside free-to-air TV, using multiple data sources to measure reach and frequency. The campaign showed strong crossover but proved online video highly effective for light and non-TV viewers—delivering roughly half the total frequency for that segment—adding about 4% digital-only incremental reach and boosting combined reach by ~20%. Video also drove 125% higher CTR than display and 15% lower bounce rates, demonstrating measurable incremental reach and stronger engagement.

Intuit