How TaxSlayer Boosted Web Visits by 19% with Performance TV 360°

How TaxSlayer Boosted Web Visits by 19% with Performance TV 360°

TaxSlayer, a personal tax service company, faced a challenge in 2020. Despite having used television as a branding medium in the past, they were looking to diversify their performance media spend and leverage the power of TV to drive web traffic and increase new account sign-ups. With many other direct-to-consumer tax companies already running on TV, TaxSlayer had to find a way to establish an impactful share of voice while balancing performance metrics. That’s where our team at DCMN and the Performance TV 360° approach came in.


  1. Drive web visits
  2. Increase new account sign-ups
  3. Accelerate their growth in the US market


  1. We applied DCMN’s Performance TV 360° approach and came up with a data-driven media strategy to reach TaxSlayer’s target audience efficiently
  2. Our primary focus was on TV and achieving a balance between performance and awareness channels
  3. We incorporated OTT as well to reach an incremental audience of cord cutters
  4. Throughout the campaign, we measured and evaluated the overall impact of DCMN activities, encompassing both TV and OTT efforts, to gain a comprehensive understanding of the campaign’s effectiveness.

Performance TV 360° is designed to assist direct-to-consumer brands in seamlessly integrating linear TV and CTV advertising into their media mix, ensuring they meet their performance KPIs and enhance their brand growth. With TaxSlayer’s campaign goals in mind, we knew this would be the right approach for them.

We designed a data-driven media strategy that would elevate TaxSlayer’s presence in the marketplace, reaching their target audience effectively and efficiently. This approach included linear and streaming TV, using a combination of high-impact and traditional placements.

With our holistic tracking approach, we were able to quantify both the immediate impact of the TV strategy, as well as the wider spillover effects of high-reach, upper-funnel channels. By evaluating performance and optimising the media strategy holistically, we demonstrated that TV can play an integral role in TaxSlayer’s performance marketing mix.

To achieve higher ROI, you need to optimise your performance TV marketing

TV marketing is a tried and tested way to send your reach to the stars. But you want more than just eyeballs. You want campaigns that drive traction to your website or app – with measurable results.


There’s only one way to take your TV marketing to the next level.

The results of the TV activation strategy were impressive. The Performance TV 360° approach drove a 19% increase in web visits attributed to the campaign. We also witnessed a 24% improvement in the cost per new account and a 30% reduction in the cost per purchase, even with a year-over-year increase in TV spend.

Working with the DCMN team has been a great experience. They helped us take our media strategy to the next level, proving that TV can contribute to our performance goals in a cost-efficient manner. – Director of Brand & Strategy at TaxSlayer

Our partnership with TaxSlayer has been a continuous success story of TV activation in the US market. The results of our media strategy showcase the potential of Performance TV 360° to drive the client’s goal metrics, helping them not only diversify their performance media spend, but also increase their market share.

With ongoing success, TaxSlayer stands as a shining example of what can be achieved with a well-executed Performance TV 360° activation strategy. Our team is proud to have played a part in their journey towards increased brand awareness and growth.


increase in web visits
decrease in cost per new account
decrease in cost per purchase

    Liked that?

    Here are some more articles that may interest you.

    Empowering the Future: Prepaid Cards and Apps for Kids

    Financial education has become a key priority for parents and educators, leading to the creation…

    Lost in Translation: Language Learning in Germany

    Unlock the secrets of language learning in Germany: explore motivations, preferred methods, and popular apps.

    Shopping Season Frenzy: Insights into German Consumers

    With Black Friday, Cyber Monday and Christmas just around the corner, DCMN sheds light on…

    Marketing Expansion Template: A Worksheet for Going Global

    Our latest worksheet guides you through every step of building an internationalisation marketing strategy.

    Scale with TV: A Guide to Performance-driven TV Marketing

    Performance TV marketing is a tried and tested way to send your reach to the…

    Empowering the Future: Prepaid Cards and Apps for Kids

    Financial education has become a key priority for parents and educators, leading to the creation…

    How to do a Competitor Analysis

    If you want to know how your business stacks up against the competition, you need…

    How to Grow Your Brand in Germany: All You Need to Know

    Is it time to grow your brand in Germany? Here’s your guide to taking your…

    Our Brandformance® Masterclass at OMR22

    Our latest webinar took a look into how FREE NOW has used data despite the…

    Our Offline Tracking Masterclass at OMR22

    Learn exactly how you can use marketing measurement products to refine your offline tracking and…

    AI Creatives – Everyone’s Talking About It, DCMN Did It!

    DCMN combined AI-generated creatives and traditional photography in one of the world's first AI-generated campaigns…

    The Best-Known Digital Brands In Germany In 2022

    DCMN's Brand Tracker ranked the top digital brands in Germany in 2022, according to consumers'…

    DCMN Bolsters U.S. Team with Appointment of David Figueroa

    Research commissioned by DCMN sheds light on changes within the marketing landscape after a tumultuous…
    Write a comment