Are you wondering how your law firm can take advantage of advertising your law firm via streaming TV? If so, good for you, as you are probably ahead of your competition. iLawyerMarketing can help!
The way that people consume TV and video media these days is very different from in years past. Cable providers no longer dominate the video content market like they used to. In 2020, major pay-TV providers lost over 5 million subscribers, as more consumers “cut the cord” on satellite and cable TV. Consumers are turning to streaming services like Hulu, Netflix, AppleTV and other subscription on demand services to watch their favorite content when they want, wherever they want. Nearly 4 in 5 U.S. households now have at least one CTV (Connected TV) device on an estimated 820 million connected video devices. With an audience size that large and with the ability to demographically target on thousands of factors, CTV and Over-The-Top (OTT) ads are becoming much more appealing to advertisers.
If you are an attorney looking to increase the number of leads you generate this year, you should be considering OTT (Over The Top) advertising in 2021. This is especially true if you are a Mass Tort or PI firm looking for the type of personal injury lawyer marketing that can give you the advantage over your competition. However, this can be a valuable way to reach your potential clients if your law firm handles criminal law, family law, employment law, bankruptcy law or other consumer focused areas of law.
OTT (Over-The-Top) is streaming TV content that is delivered to consumers over the internet to consumers. It’s called Over-The-Top because it bypasses traditional satellite and cable TV for delivering video content, giving advertisers the ability to reach audiences in a much more targeted manner. Hundreds of millions of consumers in the U.S. now use streaming or video on demand providers like HULU, HBO Now, Amazon Prime, Disney+, etc. OTT advertising is advertising delivered to viewers of these streaming service providers. Mostly commonly, 15-second or 30-second video ads are served while consumers are watching shows on these platforms, similar to the way that commercials are shown on traditional TV but with the ability to laser target your audience based on thousands of factors including age, sex, location, income, and much more.
There are many reasons why you should consider running OTT ads for your law firm.
Unlike the paid search advertising that most law firms have experienced, OTT & CTC ads don’t normally rely on clicks so when tracking performance we use different metrics. The effectiveness of these campaigns is measured much more like the way traditional TV advertising is, only with more insight and information. Some of the metrics we use to measure campaign effectiveness include:
While tracking performance is not always obvious when using Over-The-Top, that doesn’t mean you shouldn’t run OTT ads. For example, a consumer may see your ad, then search your law firm on Google, fill out a form online and the OTT ad wouldn’t be able to be “credited” with that lead. However, creating more awareness for your law firm by utilizing OTT ads will help you become more “top of mind”, which usually means more leads for your firm. At the end of the day, what truly matters is maximizing the number of leads you generate with your marketing budget.
OTT ad commercials are services on a many different types of devices, including:
There are a lot of acronyms and terminology used for when referring to OTT ads that you may have heard being used, such as:
If you have any questions, contact us today and we can discuss your needs and see if OTT ads are the right fit for your law firm.