Creative production is a one-time investment that multiplies media efficiency. Underspending on creative undermines your entire CTV investment. Here’s what quality creative actually costs.
Production Cost Ranges
| Production Level | Cost Range | What You Get |
|---|---|---|
| Basic | $8,000-15,000 | Simple spots, limited production value |
| Professional | $15,000-30,000 | Quality production, strategic messaging |
| Premium | $30,000-50,000 | High production value, multiple versions |
| Broadcast-quality | $50,000-100,000+ | Agency-level production, full campaign |
For most PI firms, the $15,000-35,000 range delivers the quality needed for effective CTV campaigns.
What’s Included at Each Level
Basic ($8,000-15,000)
- Single 30-second spot
- Simple setups (office, courthouse steps)
- Stock footage supplemented with original
- Basic motion graphics
- Standard audio/voiceover
- Limited revisions
Best for: Testing concepts, tight budgets, single-market launch
Professional ($15,000-30,000)
- 30-second primary + 15-second cutdown
- Professional locations/sets
- Quality cinematography
- Professional talent (actors or attorney on-camera)
- Custom motion graphics
- Professional color grading and audio
- Multiple revision rounds
Best for: Most law firm CTV campaigns, balance of quality and efficiency
Premium ($30,000-50,000)
- Multiple spot variations (2-3 concepts)
- Higher-end production locations
- Professional actors throughout
- Advanced graphics/animation
- Original music or premium licensing
- Multiple versions for testing
- Extended revision process
Best for: Larger markets, firms with significant media budgets, differentiation needs
Broadcast-Quality ($50,000-100,000+)
- Full agency creative development
- Multiple campaign concepts
- High-end production across all elements
- Celebrity or notable talent
- Original scoring
- Extensive market research
- Full suite of versions and formats
Best for: Major market dominance, significant brand investment, firms spending $100K+/month on media
Cost Breakdown
Typical budget allocation within production:
| Element | % of Budget |
|---|---|
| Pre-production (scripts, planning) | 15-20% |
| Production (filming, talent) | 40-50% |
| Post-production (editing, graphics) | 25-35% |
| Talent/licensing | 10-15% |
Pre-Production
- Concept development
- Script writing
- Storyboarding
- Location scouting
- Talent casting
- Production planning
Production
- Director and crew
- Camera and lighting equipment
- Location fees/permits
- Talent fees (actors, attorneys)
- Hair/makeup/wardrobe
- Catering/logistics
Post-Production
- Video editing
- Color correction/grading
- Motion graphics
- Sound design
- Music licensing
- Voiceover recording
- Final mastering
Creative Refresh Costs
Plan for ongoing creative investment:
| Refresh Type | Cost | Frequency |
|---|---|---|
| Minor refresh (new end card, updated offers) | $2,000-5,000 | Every 6 months |
| Moderate refresh (new versions, B-roll updates) | $5,000-12,000 | Annually |
| Major refresh (new concept/campaign) | $15,000-35,000 | Every 18-24 months |
Creative fatigue is real. Campaigns using 3+ creative variations achieved 32% higher conversion rates.
See CTV Creative Fatigue for refresh strategy.
Why Creative Investment Matters
Creative quality directly impacts CPL:
| Creative Quality | Typical CPL Impact |
|---|---|
| Below average | +50-100% CPL |
| Average | Baseline |
| Above average | -25-40% CPL |
| Excellent | -40-60% CPL |
The math: $25K in great creative generating 40% lower CPL on $50K/month media = $20K savings monthly = $240K annually.
Creative investment pays for itself quickly.
Production Partners
Options for PI Firms
Full-service agencies:
- Handle strategy through production
- Higher costs but turnkey
- Typical: $30-75K minimum projects
Production companies:
- Execute your concept
- Lower overhead than agencies
- Typical: $15-40K for full production
Specialized legal video:
- Understand legal advertising requirements
- Know PI creative conventions
- Often competitive pricing for legal niche
CTV partners with creative:
- Some CTV platforms include production
- Convenience of single vendor
- Quality varies
What to Look For
✓ Must-Haves in Production Partner
- + Experience with legal advertising: understand compliance, bar rules
- + Quality reel: portfolio demonstrates capability and range
- + Clear process: defined timeline, revision expectations
- + CTV formatting expertise: streaming specs, completion optimization
Annual Creative Budget
For budget planning, allocate annually:
| Annual Media | Creative Budget | Creative % |
|---|---|---|
| $200,000 | $20,000-30,000 | 10-15% |
| $400,000 | $30,000-45,000 | 7-11% |
| $600,000 | $40,000-60,000 | 7-10% |
| $1,000,000+ | $60,000-100,000 | 6-10% |
First year requires more (initial production). Subsequent years focus on refresh.
Getting the Most from Your Budget
Efficiency Tips
Shoot multiple versions at once:
- Film 30s, 15s, and cutdowns together
- Test creative in single shoot
- Same-day setup saves money
Plan for longevity:
- Avoid dated references
- Keep core message evergreen
- Build for easy updates
Use footage strategically:
- B-roll can update spots
- Office footage reuses across versions
- Stock footage supplements when appropriate
Test before full production:
- Concept testing saves money
- Script validation prevents reshoots
- Know what works before investing
Quality vs. Budget Trade-offs
Option A
Option B
ROI Context
Creative is an investment, not an expense:
Example calculation:
- Creative investment: $25,000
- Media budget: $50,000/month
- Without great creative: $450 CPL = 111 leads/month
- With great creative: $300 CPL = 167 leads/month
- Additional leads: 56/month × 12 = 672 annually
- At 20% conversion and $25K case value: $3.36M in revenue
A $25K creative investment generating $3.36M in revenue. That’s 134x ROI. Before you count the media efficiency gains.
For complete cost analysis, see How Much Does CTV Cost.
References
- 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