CTV Creative Best Practices For Law Firms

4 min read·Jan 19, 2023

Check out the latest from longtime Vibe.co client Law Boss for inspiration!

Over 85% of U.S. households with TVs have at least one CTV device. As a result, CTV and OTT advertising is quickly becoming the preferred advertising choice for law firms. There are several benefits to using CTV.

  • Precise audience targeting - who is the ideal client for your law firm?
  • Flexible budgeting options
  • Less expensive than traditional TV advertising

Your ad is only as good as the content. So follow these creative best practices for law firms to create the most impactful CTV advertising!

Choose a Strategy

Pick a goal for your campaign and stick to it. Separate multiple initiatives into different videos. Effective CTV ads are concise and focus on a single call to action. Adding too much information will muddy your message and create confusion for the audience that won't result in action.

For example, choose a particular incident to focus on if you are a personal injury lawyer specializing in roadway accidents. Do not include representation of motorcycle, car, and tractor-trailer accidents in the same video. These incidents are relatable to different audiences and shouldn't be shown in one advertisement.

Understand Your Audience

What type of client is your law firm trying to reach with your video? Understanding when an audience streams content and on which device you should direct your campaign is key. Create a video that connects with the interests of your target audience to get the best response.

Consistent Branding

Include your law firm's logo and website on every frame of you CTV ad. These ads are short, typically only lasting about 15 seconds. Make sure your audience can see the name of your law firm and how to contact you at all times!

Concise Messaging

Audiences lose interest when messages are wordy or complicated. Avoid using legal jargon that is difficult for the average person to understand. If you want potential clients to call your law firm for a free consultation:

  • Focus on that call to action.
  • Keep content short and impactful.
  • Include essential information, like the phone number to call your law firm and the benefits of employing your team of lawyers.
  • Delete fluff and filler material.

Successful CTV ads are between 15 and 30 seconds.

Use Audio

It's easy to overlook the importance of audio in video advertising. The rise of social media has us accustomed to creating silent ads; however, audio is crucial in converting a customer. Use a voiceover to enunciate critical points and encourage the call to action. Voiceovers for law firm CTV ads should be firm without being pretentious. Command the viewer's attention and relay confidence through professional audio.

Include Real People

Audiences respond better to ads that include real people. Videos with people are more relatable. Invest in actors for your CTV law firm ads to create the most successful campaign possible. Displaying people experiencing a similar situation as the litigation you are advertising will prove your firm's competence.

Test Frequently

The most significant benefit of CTV is detailed reporting. Use this data to adjust your ads to get the best return on your investment. For example, change the time and location the ad is displayed based on viewer responses. Also, note the performance of advertisements by subject and message. These metrics will show which campaigns your target audience responds best to.

Develop Clear Calls-to-Action

What action do you want the viewer to complete after watching your ad? First, ensure you tell the audience how, when, and what you want them to do. Then, underscore the call to action with voiceover audio. Finally, select quickly completed CTAs like:

  • Call this number to join the lawsuit.
  • Text to schedule a free consultation with one of our lawyers
  • Visit our website for free legal tips
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