About 93% of US adults access streaming platforms while the percentage of cable and satellite users is only 40%.
This shift in viewing habits presents a golden advertising opportunity for personal injury lawyers. Many of our clients in this space are spending a sheer fortune on Google Ads these days. The leads are still amazing and worth the cost, but OTT makes a great addition to your strategy at much lower CPMs.
UNDERSTANDING MARKETING ACRONYMS: CPM in Advertising Stands for Cost Per Mille, which is the amount a business would expect to pay to reach 1,000 impressions on a given ad platform.
I’m just making up numbers here based on recent experience but, an average CPM on OTT might range from $20-$60 depending on the campaign structure you choose. With traditional TV advertising, the cost can easily reach $100 or more per thousand impressions.
And unlike traditional satellite TV, OTT platforms let advertisers target viewers based on their viewing habits, demographics, and more.
Plus, with OTT advertising, you can track and measure your campaign’s success and make necessary changes accordingly.
If you’re wondering, how to use OTT ads for personal injury lawyers, this is the only blog post you’ll need to read.
Table of Contents
Let’s dive in.
How to Use OTT Ads for Personal Injury Lawyers: A Step-by-Step Guide
Here’s a step-by-step guide on crafting impactful OTT campaigns for personal injury lawyers courtesy of Amy Gable, our resident expert on programmatic advertising.
Understanding OTT Advertising
Over-the-top (OTT) advertising involves delivering ads on video streaming platforms like Hulu and Netflix. The advertising method bypasses traditional TV and serves your ads on all internet-enabled devices, including mobile phones, computers, and even gaming consoles.
Unlike traditional TV, OTT platforms deliver content based on a person’s viewing history and interests. This allows advertisers to personalize their ad delivery and placement for maximum output.
Identifying Your Target Audience
Identifying who you’re trying to reach on OTT platforms should be one of the first things you do as an advertiser.
This involves understanding their demographics, psychographics, and viewing habits. The better you know your audience, the more impactful your OTT ads will be.
Demographics refer to the basic characteristics of your audience, such as age, gender, income level, and location. This information can help you tailor your ads to specific groups and ensure that they are relevant and relatable.
Selecting the Right OTT Ad Formats
OTT ads are of different types. The right one depends on your advertising goals and the nature of your business.
Personal injury lawyers can use more than one format to attract more prospects into their marketing funnel.
You can use video OTT ads before, after, or within the main content.
Pre-roll ads appear before the content, mid-roll ads appear within the content, and post-roll video ads appear after it.
Banner and overlay ads are static ads that can either appear at the top or bottom of the screen.
Overlay and video ads tend to be a bit more intrusive, but they can help you drive clicks.
Banner ads might be less visible, but they can be great for brand awareness campaigns.
Creating Impactful OTT Ads for Personal Injury Lawyers
When advertising your law firm services on OTT platforms, you should think strategically and position yourself as a trustworthy service provider.
Here’s how you can make your OTT ads impactful.
Instill Authenticity and Credibility
Whichever ad format you choose, the copy within the ad should reflect your credibility.
Think about it. Why would anyone trust you for their legal matters?
You can use client testimonials, case studies, and experience to instill a sense of trust in your prospects’ minds.
Plus, showcase your legal expertise by highlighting your areas of specialization.
Use Compelling Visuals
This goes without saying, but the success of an OTT ad hinges on its ability to grab viewers’ attention and engage them.
Evoke emotions with meaningful visuals that showcase relevant personal injury scenarios, creating a lasting impact on viewers.
Add a Clear Call to Action
Even the most compelling ads don’t drive action if they don’t have a clear call to action.
Whether it’s visiting your website, requesting a free consultation, or grabbing a freebie, you want your CTA to be crystal clear.
Personalize Your Ad Copy
Unlike cable TV ads, you can personalize your ad messaging on OTT platforms.
This means targeting users based on their demographics, viewing history, and life events.
Create a Mobile-Friendly Ad
Your target audience uses streaming services like Netflix and Hulu on multiple devices, including mobile phones, tablets, and laptops.
Since these devices have different sizes and orientations, your ad should be optimized for every screen.
Measuring and Optimizing Your Performance
Tracking is the only effective way to know if your advertising dollars generate the desired results.
it lets you pivot your strategies and adjust your budget based on insightful data.
But, which metrics or KPIs are most important in OTT advertising? Let’s talk about that.
Impressions
This refers to the number of times your ad was exposed to an OTT audience, reflecting its reach and exposure.
If an OTT ad is getting plenty of impressions and no clicks and conversions, it’s probably not good enough.
Of course, this doesn’t apply if your goal is to build brand awareness, in which case, you can track brand lift.
View-Through Rate (VTR)
VTR is the percentage of viewers who watched a significant portion of your ad. The metric reflects how engaging your ad is.
Click-Through Rate (CTR)
An OTT ad’s CTR reflects its click-worthiness. It measures the percentage of people who’ve clicked on the call to action or any other clickable element of your ad.
CTR tracking helps you improve your ad copy or visuals and optimize your ROI strategically.
Conversion Rate
This refers to the percentage of people taking the desired action after viewing your ad, such as:
- Submitting a contact form
- Requesting a call
- Buying your product
Your ad’s conversion rate reflects its effectiveness in generating leads or sales.
Cost Per Thousand Impressions (CPM)
There are two ways to measure the impact of an OTT ad:
- Tracking results
- Tracking cost incurred
One metric is Cost per Mille (CPM), which refers to the advertising cost for every thousand impressions your ad receives. You want to keep your CPM as low as possible.
CPM tracking helps you measure the efficiency of your ad in generating the desired results.
How to use OTT Ads for Personal Injury Lawyers: Final Thoughts from Webology
As more and more viewers watch OTT platforms, reaching potential clients at the right moment becomes more achievable.
Over-the-top advertising allows personal injury lawyers to reach and engage their target audience effectively.
However, choosing the right OTT ad format is crucial to achieving your advertising goal, whether it’s to build awareness for your law firm or get more conversions.
To get the most out of your OTT ads:
- Understand different ad formats and use the right ones based on your goals
- Create compelling copy that resonates with your target audience and evokes emotions
- Use visuals that grab attention
- Leverage tracking data to inform future campaigns
If you need help getting your law firm personal injury leads and the kind of brand lift that OTT Ads can provide, reach out to Amy and the rest of the team at Webology.io. We have the experience and expertise to help you stand out in a crowded market and get the results you need. Our strategies successfully combine SEO, PPC, and Programmatic ads to drive traffic and conversions for our clients.
Plus, we stay on top of industry trends and constantly test new strategies to ensure you are using the best methods for your specific goals. All Webology contracts are executed on a month-to-month basis after 90 days unless a client chooses to pre-pay for a discounted rate. We stand behind our results and average client retention is measured in years not months at Webology. If that sounds like a great fit for your legal practice, fill out the form below and we will be in touch soon!
