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Television has been a staple in advertising for decades. TV is smart and persuasive, with its mass reach and power to engage viewers. However, traditional TV advertising comes at a high cost, making it unattainable for many law firms.
Now, CTV, or connected TV, has changed the game. CTV combines the best of traditional TV advertising with digital capabilities to reach a highly targeted audience at a fraction of the cost.
Law firms can no longer afford to ignore the power of CTV advertising in reaching new audiences and driving business growth. In this article will discuss how CTV can benefit law firms and provide tips for creating successful CTV campaigns.
CTV, or connected TV, refers to using internet-connected devices such as smart TVs, streaming media players, and gaming consoles to access television content. Unlike traditional TV advertising, which relies on broadcast or cable networks to reach viewers, CTV ads are delivered through streaming services like Hulu, Roku, and YouTube TV.
The rise of CTV can be attributed to the growing popularity of streaming services and cord-cutting, which refers to consumers canceling their cable or satellite subscriptions in favor of streaming options. As more viewers move away from traditional TV, CTV presents a new opportunity for advertisers to reach audiences who may not be reachable through traditional TV ads.
Now that we understand what CTV advertising is, let’s delve into why it should be a vital part of any law firm’s marketing strategy.
One of the primary benefits of CTV advertising is its precise targeting capabilities. Traditional TV ads are often broadcast to a broad audience with little control over who sees the ad. CTV, on the other hand, allows for targeting based on demographics, interests, and even specific zip codes.
This means that law firms can precisely reach their ideal audience, increasing the chances of converting viewers into clients. Some targeting options available on CTV platforms include age, gender, household income, interests, and even recent purchase behavior. Law firms can use these targeting options to ensure that the most relevant and potential clients see their ads.
For example, a personal injury law firm could target viewers within a specific zip code who have recently searched for car accident lawyers, within a particular age range, and with an interest in personal injury law. Traditional TV advertising cannot offer this level of specificity.
Another significant advantage of CTV advertising is its high video completion rates. Compared to traditional TV ads, which are often skipped or ignored, CTV ads have an average completion rate of 97%. This means that almost all viewers are watching the ad in its entirety, providing a valuable opportunity for law firms to make a lasting impression.
The non-skippable nature of CTV ads also ensures that viewers are fully engaged with the ad. Compared to traditional TV ads, which can be easily fast-forwarded or muted, CTV ads are more likely to capture the viewer’s attention. This translates to better brand awareness and recall for law firms.
You can not convert a potential client with just one ad. The more times a viewer sees your law firm’s ad, the more likely they are to take action. CTV advertising allows for retargeting, which is showing ads to viewers who have previously engaged with your ad.
For law firms, if a potential client has watched your CTV ad but didn’t take any action, you can retarget them with a follow-up ad. Now, most streaming services have ad pods, a group of ads played during commercial breaks. This enables law firms to serve multiple ads to the same viewer in one sitting, increasing the chances of conversion.
As mentioned earlier, traditional TV advertising comes with a high cost, making it unattainable for many law firms. CTV, on the other hand, offers a more cost-effective advertising solution.
In general, CTV ads are less expensive than traditional TV ads. This is because they are often sold through programmatic buying, which uses algorithms to determine the cost of ads based on the target audience and available inventory. If a law firm’s target audience is small, they can still reach them through CTV at a lower cost than traditional TV.
Furthermore, CTV platforms allow for more precise control over ad spending. Advertisers can set daily or lifetime budgets and adjust them to ensure their intended audience sees their ads without overspending.
With CTV advertising, law firms can engage with viewers in ways that are impossible with traditional TV ads. CTV platforms offer interactive features such as clickable overlays and display ads, allowing viewers to immediately act upon seeing an ad.
For instance, a law firm could include a call-to-action overlay in its CTV ad, prompting viewers to visit its website or schedule a consultation. The direct engagement and interactivity of CTV ads can drive more traffic to a law firm’s website and increase leads.
Finally, CTV advertising provides measurable results that are unavailable with traditional TV ads. Through tracking pixels and ad reporting, law firms can see how many viewers saw their ad, how long they watched it, and how many took action after seeing it. This data can then optimize future CTV campaigns for better results.
While CTV and OTT (over-the-top) are often used interchangeably, they are different. CTV refers specifically to television content delivered through internet-connected devices, while OTT encompasses all video content streamed over the internet, including movies and TV shows.
In short, CTV is a subset of OTT.
The distinction between CTV and OTT is essential for law firms when considering advertising options. OTT provides access to a broader range of streaming video content but may offer a different level of precise targeting and engagement capabilities than CTV.
Additionally, OTT platforms often have a mix of ad-supported and subscription-based services, which may affect the reach of law firm ads. CTV, on the other hand, primarily consists of ad-supported platforms and is specifically designed for advertising.
With its precise targeting, high engagement rates, and cost-effective nature, CTV advertising presents an excellent opportunity for law firms to reach potential clients. Here are some ways law firms can utilize CTV advertising to their advantage:
Law firms can use CTV’s targeting capabilities to reach specific audiences interested in their legal services. The data collected by CTV platforms allows for granular targeting and makes reaching potential clients interested in a specific legal area easier.
For example, you can target viewers with high to low income, which will help reach potential clients who may need legal assistance with their finances. Similarly, targeting viewers interested in home improvement shows could benefit a law firm specializing in real estate law. By targeting specific audiences, law firms can ensure their CTV ads are being seen by potential clients who are most likely to need their services.
CTV advertising allows law firms to showcase successful cases and demonstrate their expertise in a particular area of law. By creating compelling video ads, law firms can capture viewers’ attention and build trust by showcasing their past successes.
The visual nature of CTV ads makes them an ideal platform for telling the story of a successful case and how the law firm was able to help their client. The use cases can vary from personal injury to business disputes, showcasing the law firm’s diverse capabilities.
CTV’s local targeting capabilities can be highly beneficial for law firms operating in specific geographic locations. Law firms can target their ads to viewers in their local area. Law firms can also target local events such as town hall meetings or city council meetings to establish a presence in the community.
Geo-targeting also allows law firms to target audiences in areas where they are not physically present but have a potential client market. If a law firm is licensed in multiple states but only has physical offices in a few, they can use CTV to reach potential clients in other areas as well.
The ads displayed on CTV platforms are often shorter than traditional TV ads. The viewer’s attention span is limited, so law firms must create compelling ads that grab their attention quickly.
The use of storytelling, emotions, and memorable imagery can significantly impact viewers and increase the chances of them taking action after seeing the ad. Law firms must keep their ads relevant and informative, showcasing the benefits of choosing their firm over others.
Law firms can partner with CTV networks and platforms to ensure their ads are displayed on popular channels during high-traffic times. With the rise of cord-cutting, more people are turning to CTV for entertainment, making it a lucrative platform for law firm advertising.
Popular CTV networks and platforms include Hulu, Roku, Amazon Fire TV, and YouTube TV. By partnering with these networks, law firms can reach a wider audience and increase their chances of reaching potential clients.
Programmatic advertising refers to using software to automate the buying and placement of ads on CTV platforms. The buying process is more efficient and cost-effective and can help law firms reach a larger audience. Law firms can optimize their ad placements and reach their target audience more effectively by utilizing programmatic advertising.
In addition, programmatic advertising allows for real-time tracking and adjustments, making it easier for law firms to see the performance of their ads and make changes as needed.
CTV advertising offers several ways for law firms to track the performance of their ad campaign and make necessary adjustments. Here are some key metrics that can help law firms measure the success of their CTV ads:
Reach refers to the number of unique viewers who have seen a particular ad. By tracking reach, law firms can assess how many potential clients have been exposed to their services through CTV advertising.
Impressions track the number of times an ad is displayed on a viewer’s screen. The higher the number of impressions, the more times a potential client has seen the law firm’s ad. Tracking impressions can give insight into how effective the ad placement is and if it needs to be adjusted.
Frequency refers to the number of times an individual has seen the same ad. By tracking frequency, law firms can determine if their ad is being shown too often and potentially causing viewer fatigue or needs to be shown more frequently to make a lasting impact.
CTR indicates the percentage of viewers who were interested enough in the ad to click through and learn more. Just divide the clicks by the impressions on your ad like clicks/impressions=CTR.
Engagement metrics, such as video completion rate and total watch time, measure how much viewers interact with an ad. By tracking engagement, law firms can assess the effectiveness of their ad at holding viewers’ attention and conveying their message.
Conversions refer to the number of viewers who take the desired action after seeing an ad, such as filling out a contact form or calling the law firm. By tracking conversions, law firms can determine how successful their CTV ad campaign was at driving business and acquiring new clients.
Partnering with a CTV advertising partner can greatly benefit law firms in their CTV ad campaigns. These partners have expertise in creating effective ads, targeting the right audience, and tracking performance metrics. A good partner will also have relationships with top CTV networks and platforms, allowing for better ad placement and increased reach.
VenziMedia has all the necessary tools and expertise to help law firms create successful CTV ad campaigns. With our extensive partnerships and experience in the legal industry, we can help law firms reach their target audience, track performance, and drive conversions through CTV advertising.
