Podcast Ep. 140: How Law Firms Can Use Connected TV in their Digital Advertising Campaigns

In this episode of the Legal Marketing 2.0 Podcast Guy is joined by Megan Sullivan-Jenks. Megan is the director of marketing & communications at Choozle. She is a self-proclaimed tinkerer and a problem solver for marketing and advertising strategies and execution. From nonprofits to consumer goods and software, she’s an expert at creating online and offline marketing & communications strategies that are engaging and results driven. The focus of Megan’s and Guy’s discussion is on the opportunities Choozle and connected TV offer to marketing professionals at law firms, what makes connected TV different from traditional ads, and how law firms can see success when utilizing connected TV. You can connect with Megan on LinkedIn or follow Choozle on Twitter.

Podcast Show Notes

1. What is connected TV advertising?

Connected TV is the term that’s used for any type of streaming or subscription TV service that you can gain access to over the Internet. With this new medium it has opened the doors for marketers to place advertisements directly on consumers’ computer and TV screens. In the last year there has been a huge influx of consumers ditching their traditional cable services and adopting these new streaming platforms. This leaves us with a great opportunity for marketers and legal firms to connect with potential clients in a new way. 

2. How can law firms utilize connected TV advertising in their digital strategy?

Connected TV serves that purpose of really driving brand awareness and the recognition of your firm for interested consumers. Connected TV allows you to stay top of mind when consumers are in the consideration phase. Connected TV expands your reach so much further than traditional TV into audiences that you can’t necessarily reach by utilizing traditional TV, billboards, or print ads. Consumers are ingesting content through very different mediums nowadays. 

3. How does connected TV fit into the marketing funnel?

Connected TV really succeeds at the top of the marketing funnel driving awareness. Marketers can layer on different tactics, such as display or mobile targeting to reach the audience’s that you’ve engaged with In a connected TV environment and engage them on devices where they can actually take action. 

4. What type of commitment do you think a firm needs to make to make it worthwhile and to have some meaningful data to evaluate whether or not this is for them?

I would start at $5,000-10,000 for a monthly budget when using connected TV advertising and that way it will give you really good wiggle room to try out the targeting. To be able to capitalize on the CPM that can range between $30 to $50, and then you can really see the impact that it can have on your entire marketing funnel.

5. How do you measure success with connected TV advertising?

Considering it is a top of funnel strategy you’re really going to look at the performance of  engagement with the ads themselves. You’re going to look at the video completion rate and cost per video view as your leading indicators if you’re reaching the right audience. Down the funnel you can consider if brand awareness with connected TV is driving more traffic to the website.

6. How should law firms craft their CTV creative to be successful?

Starting at the basics you’re looking to put together 15 second or 30 second videos. It is very similar to traditional TV and the same rules apply to all of the creative. Whether it’s a video or a display ad you really want to have three core elements.

• You want the brand and firm name repeated in the ad to really drive awareness.
• You need to communicate the value proposition. What are they getting if they reach out to you and really make that unique and allow yourself and your firm to stand out.
• You need a strong call to action. What’s that next step you want the viewer to take, whether that is visiting your website or making a phone call.

Takeaway

Using the Choozle platform gives law firm marketers the opportunity to be forward-thinking in the way they connect with potential clients. No longer are the days in which traditional billboard and print ads dominate the average consumer’s attention. Marketing professionals must stay on their toes when it comes to user trends and technological innovations. Choozle now gives law firms the tools to continue adapting with the ever evolving mediums in which potential clients consume content. 

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