Creative quality is the biggest variable in CTV performance. The same budget with different creative can produce 2-3x different results. Here’s what works.
The 30-Second Structure
Most CTV spots are 30 seconds. Every second matters.
Hook (0-5 seconds)
Visual that stops scrolling, sound that demands attention, emotional moment, problem recognition. You have 5 seconds before attention wanders.
Problem/Empathy (5-15 seconds)
Acknowledge their pain/confusion/fear. Show understanding. Build emotional connection. Establish relevance.
Solution/Credibility (15-25 seconds)
What makes you different. Why they should trust you. Specific credibility elements. Tone that matches your brand.
Call to Action (25-30 seconds)
Clear next step. Phone number OR website (not both). Memorable firm name. Logo/brand reinforcement.
What Makes Creative Effective
Emotional Connection
62% of consumers discover brands through TV. They remember how you made them feel, not what you said.
Emotions that work for PI:
- Empathy (“We understand what you’re going through”)
- Hope (“There’s a way forward”)
- Confidence (“We’ve been here before”)
- Relief (“Someone is on your side”)
Emotions to avoid:
- Fear-mongering
- Aggression toward insurance companies
- Desperation
Differentiation
“We fight for you” could be any firm. What makes you different?
Differentiation angles:
- Specific experience (“25 years of truck accident cases”)
- Local presence (“Born and raised in [city]”)
- Approach (“We answer our own phones”)
- Results (“$500M recovered”)
- Personality (genuine character that’s memorable)
Production Quality
CTV is television. Production values matter:
- Professional cinematography
- Quality audio (crucial for TV)
- Proper lighting
- Professional talent (or confident attorney)
- Clean graphics
You’re competing with national brands for attention. Amateur production undermines credibility. In legal services where trust is everything, that’s a deal-breaker.
Message Clarity
One message, clearly delivered:
- Don’t try to say everything
- Single-minded proposition
- Memorable takeaway
- Clear next step
Confused viewers don’t convert.
Creative Elements That Work
Attorney On-Camera
Pros:
- Builds personal connection
- Authenticity (it’s really you)
- Differentiates from stock-footage competitors
- Memorable face
Cons:
- Requires on-camera comfort
- Limits creative flexibility
- May not suit all personalities
Client Testimonials
Pros:
- Social proof
- Emotional authenticity
- Real stories resonate
Cons:
- Compliance complexity
- Requires client cooperation
- Disclaimer requirements
Dramatic Recreation
Pros:
- Visual storytelling
- Emotional impact
- Production flexibility
Cons:
- Higher production cost
- Can feel generic
- Risk of being cheesy
Motion Graphics/Animation
Pros:
- Clear information delivery
- Lower production cost
- Easy to update
Cons:
- Less emotional connection
- Can feel impersonal
- Differentiation harder
Creative Testing
Don’t guess. Test:
What to Test
- Different hooks (first 5 seconds)
- Different emotional angles
- Attorney vs. no attorney
- Different calls to action
- Different differentiation points
How to Test
- Run variations simultaneously
- Equal impression distribution
- Measure verified visit rate
- Measure conversion rate
- Statistical significance before decisions
Campaigns using 3+ creative variations achieved 32% higher conversion rates. On a $50K/month campaign, that’s the difference between 100 and 132 leads, for the cost of producing two extra variations.
15-Second vs. 30-Second
Option A
Option B
Recommendation: Produce 30-second primary with 15-second cutdown. Use 30s for awareness, 15s for frequency/retargeting.
Creative Refresh
Creative fatigue is real. Performance declines with repetition.
Refresh Signals
- Completion rate declining
- Verified visit rate dropping
- Frequency above 8-10 per household
- 6+ months with same creative
Refresh Options
| Type | When | Cost |
|---|---|---|
| New end card | Every 6 months | $2-5K |
| B-roll refresh | Annually | $5-10K |
| New concept | Every 18-24 months | $15-35K |
Plan for refresh in your annual creative budget.
Compliance in Creative
Law firm advertising has rules. Build compliance in:
Required Elements (varies by state)
- “Attorney Advertising” disclosure
- Responsible attorney identification
- Results disclaimers
- Jurisdictional notes
Production Considerations
- Disclaimer readability (size, duration)
- Audio clarity for disclosures
- Time for required elements
See CTV Compliance for Law Firms for detailed requirements.
Common Creative Mistakes
Mistake 1: Too Much Information
Trying to say everything results in saying nothing memorable. One clear message.
Mistake 2: Generic Messaging
“Fighting for justice since 1995” could be anyone. Find your unique angle.
Mistake 3: Weak Hook
Losing viewers in first 5 seconds wastes impressions. Start strong.
Mistake 4: Unclear CTA
“Call or visit our website” splits attention. Pick one primary action.
Mistake 5: Poor Audio
TV is watched with sound. Bad audio kills credibility.
For production planning, see CTV Creative Production Costs.
References
- MNTN Research. (2025). 62% of consumers discover new brands through TV. https://research.mountain.com/insights/62-of-consumers-discover-new-brands-or-products-through-tv/
- IAB & Innovid. (2022). CTV takes center stage: 2022 video benchmarks. https://www.iab.com/wp-content/uploads/2022/05/Innovid_CTV-Takes-Center-Stage.pdf