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CTV & OTT Advertising

In today’s digital age, there are more effective ways for law firms to reach potential clients than traditional television advertising. Consumers are increasingly cutting the cord and turning to stream services for entertainment. This presents a unique opportunity for law firms to leverage the power of CTV (connected TV) and OTT (over-the-top) advertising to reach a targeted audience and achieve better results.

What is CTV/OTT Advertising?

CTV and OTT advertising are forms of video advertising that reach viewers through streaming services and smart TVs. Unlike traditional TV advertising, which broadcasts to a broad audience, CTV/OTT advertising allows for more precise targeting. This means that you can reach potential clients more likely to be interested in your services, such as those in a specific geographic location, with a certain income level, or who have recently searched for legal services online.

CTV (connected TV) and OTT (over-the-top) advertising are two sides of the same coin in legal marketing. They both deliver video ads to viewers accessing streaming content instead of traditional cable or satellite television.

Here’s a breakdown of the key points:

What it is:

  • Reaching viewers through video ads: You deliver targeted video messages to potential clients actively watching streaming services on various devices.
  • Shifting audience habits: As people move away from traditional TV, CTV/OTT advertising allows you to follow them to the platforms they use most.

Benefits of CTV/OTT Advertising for Law Firms

In the legal landscape, reaching the right potential clients is crucial. While traditional television advertising has its place, the rise of streaming services (OTT) offers several compelling advantages for law firms seeking to target specific audiences more effectively and efficiently. Here’s why OTT advertising deserves a serious look:

Laser-Focused Targeting: Unlike traditional TV, which broadcasts broadly, OTT allows you to pinpoint your ideal client based on demographics (age, income, location), interests, and even online behavior. Imagine reaching viewers who have recently searched for legal services related to your practice area! This precision translates to reduced ad waste and a higher return on investment (ROI).

Increased Engagement: Studies show that OTT viewers are more attentive to ads than traditional TV viewers. They’re actively choosing content and are less likely to multitask while watching. This indicates a greater chance of your message being seen, heard, and remembered.

Cost-Effectiveness: Compared to traditional TV advertising, OTT can be significantly cheaper. You can tailor your budget to your needs, and the targeted nature of the platform ensures you’re not paying to reach irrelevant audiences. This allows you to maximize your marketing dollars and get the right people at the right time.

Building Brand Awareness: Consistent OTT advertising can position your law firm as a trusted authority in your niche. Regularly appearing on relevant streaming platforms can build brand recognition and instill confidence in potential clients who may need your services.

Flexibility and Creativity: OTT platforms offer a more comprehensive range of ad formats than traditional TV, allowing you to experiment with video lengths, messages, and creative approaches. This flexibility will enable you to tailor your message to resonate with your target audience and stand out.

OTT advertising presents a powerful opportunity for lawyers to reach a targeted audience, improve engagement, and achieve better results for their marketing efforts. With its cost-effectiveness, flexibility, and potential for brand building, it’s worth considering as you strategize your legal marketing approach.

How to Get Started with CTV/OTT Advertising

  1. Define your target audience. Who are you trying to reach with your ads?
  2. Develop a compelling ad creative. Your ad should be attention-grabbing and informative, and it should communicate the benefits of your services.
  3. Choose the right streaming platforms. Various streaming platforms are available, so it is important to choose the ones your target audience is most likely to use.
  4. Set your budget and campaign goals. How much will you spend on your CTV/OTT advertising campaign? What are you hoping to achieve?
  5. Track your results. Once your campaign is launched, it is important to track your results to see what is working and what is not.

By following these tips, you can leverage the power of CTV/OTT advertising to reach a targeted audience, increase engagement, and achieve better results for your law firm.

On what devices are CTV/OTT ads displayed?

CTV/OTT ads are served on various internet-connected devices that allow viewers to access streaming content. Here are some of the most common ones:

  • Smart TVs: These televisions have built-in internet connectivity and allow users to access streaming services directly without needing an additional device.
  • Streaming devices: These devices connect to your TV and allow you to stream content from various platforms. Popular examples include Roku, Amazon Fire TV Stick, Apple TV, and Chromecast.
  • Gaming consoles: Modern gaming consoles like PlayStation and Xbox also offer streaming capabilities, making them potential platforms for CTV/OTT ads.
  • Mobile devices: While not technically CTV, some streaming services also allow users to watch content on their smartphones and tablets, meaning your ad could be seen on these devices.

It’s important to note that the specific devices your ads will appear on depend on your advertising platforms and the targeting options you select. By understanding the viewing habits of your target audience, you can choose the platforms and devices that are most likely to reach them.

If you have inquiries, reach out to us today at (310) 905-0501 to explore how OTT ads could benefit your law firm. Whether you’re interested in evaluating your firm’s marketing strategies or discussing your specific needs, our team at Beardog Digital, the nation’s leading law firm marketing agency, is available for a consultation. Let’s discuss how we can help elevate your firm’s marketing efforts.

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