It’s Go Time for Tax Prep Services - Hit the Starting Blocks with CTV

3 min read·Feb 16, 2023

Over 80% of American taxpayers rely on paid tax preparers or digital tax filing software to maximize their deductions and credits on tax returns; however, as society searches for more convenient online solutions in every area of their lives, digital tax filing services like TurboTax have become increasingly popular. Unfortunately, this is bad news for paid tax preparers. So as a paid tax preparer, how do you overcome the challenge of beating out digital tax filing software? CTV ads and video marketing is the best tool to boost clientele for paid tax prep service providers.

CTV Video Marketing Ad Tips

According to a recent Wyzowl survey, video marketing is the most effective campaign strategy to earn new business in 2023, especially when it’s tailored to your target audience. Ensure your video is under 30 seconds to optimize it for CTV ads.

  • Create content that aligns with the values of your target audience. For example, people over 60 will likely use paid tax services. Cast the main characters of your commercial to be 55 or older so that the content is more relatable to people who use your tax services.
  • Highlight benefits that tax prep services provide consumers cannot get by using digital software - YOU! Paid tax services offer in-person consultations. Customers can ask you questions directly and get personalized service that online bot chats cannot provide. 
  • Allude to the risk of missing out on certain benefits by using a digital tax service. People are earnest about their tax returns and want the maximum money back. Lots of Americans rely on their tax return for extra expenses. Convincing them that they may be leaving money on the table using an online tax service will help sway them to visit your business. 

Benefits of Using CTV Ads For Paid Tax Service Prep

Defined Audience

Studies have shown that most people who use a paid tax filing service earn over $75,000 annually. CTV ad platforms allow you to segment your audience with dozens of demographic inputs, including age, income level, political affiliation, interests, and more. In addition, you can define your CTV audience by a particular geographical area. As a result, you can ensure your video ad is only shown to potential customers that live near your paid tax prep services.

Affordable Pricing

Compared to linear TV commercials, CTV ads are incredibly affordable! Pay as little as $15 per 1,000 video views. So, not only can you target potential customers, your promotional ad will cost a fraction of other video marketing strategies. 

Flexible Scheduling

Streaming platforms automatically schedule CTV ads. This feature takes the guesswork out of choosing the right ad slot, air time, or TV program. Instead, your CTV ad will be served based on when and what your target audience is watching.

High Conversions & Engagement

Video marketing ads generally have better customer engagement than print or static ads, but CTV and OTT ads have an additional advantage. You can integrate live QR codes into your CTV commercial to lead prospects to specific landing pages or use special promo codes. For example, create a QR code that brings customers to a scheduling calendar to book their tax prep consultation with your business.

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