Law firm TV advertising is transforming. The firms that recognize where it’s heading and adapt early will have significant advantages. Here’s what’s coming and how to prepare.
The Streaming Shift Accelerates
Current State
- 44.8% of TV viewing is streaming
- Streaming grew 71% since 2021
- Broadcast declined 21%, cable dropped 39%
- 90% of households use CTV
Future Direction
- Streaming will exceed 50% of viewing within years
- Broadcast will continue declining
- Cable’s slide will accelerate
- Cord-cutting becomes the norm, not exception
Implication: CTV isn’t the future. It’s the present becoming dominant.
Advanced Targeting Evolves
Current Targeting
- Geographic precision
- Behavioral signals
- First-party data integration
- Household-level matching
Emerging Capabilities
- Predictive intent signals
- Life-event detection (new car purchases, medical events)
- Real-time contextual matching
- Cross-device identity resolution
Implication: Targeting will become more precise, making CTV more efficient for PI advertising.
AI Transforms Creative
Current Production
- Traditional production: $15,000-50,000
- 4-8 week timelines
- Limited variations
- Annual refresh cycles
AI-Enhanced Future
- Rapid creative generation
- Personalized variations at scale
- Faster iteration cycles
- Lower production costs
- Dynamic creative optimization
Implication: Creative testing and refresh will accelerate. Firms that embrace AI production will move faster.
Attribution Becomes Standard
Current Attribution
- Verified visits available
- Multi-touch attribution emerging
- Many firms still use minimal tracking
Future Attribution
- Closed-loop attribution standard
- Impression to case tracking expected
- Real-time optimization common
- ROI accountability required
Implication: “Trust me, TV works” won’t fly. Accountable measurement becomes table stakes.
Programmatic Becomes Universal
Current State
- Mix of direct and programmatic buying
- Some premium inventory reserved
- Learning curve for programmatic
Future State
- Nearly all inventory programmatic
- Real-time bidding universal
- Automated optimization standard
- Direct deals diminish
Implication: Programmatic expertise becomes essential. Manual buying will be disadvantaged.
Integration Deepens
Current Integration
- CTV + search coordination recommended
- Multi-channel attribution available
- Many firms still siloed
Future Integration
- Unified buying platforms
- Cross-channel optimization automatic
- Integrated measurement standard
- Silos become uncompetitive
Implication: Integrated marketing systems will outperform channel-by-channel approaches.
Privacy Reshapes Targeting
Current Challenges
- Third-party cookies declining
- Platform privacy changes
- Regulatory scrutiny increasing
Future Adaptation
- First-party data becomes critical
- Clean room technology adoption
- Contextual targeting renaissance
- Privacy-compliant personalization
Implication: Firms investing in first-party data and privacy-compliant approaches will have targeting advantages.
Consolidation Changes Landscape
Current Fragmentation
- Multiple streaming services
- Multiple CTV platforms
- Complex buying landscape
Future Consolidation
- Platform consolidation likely
- Buying consolidation (fewer buying points)
- Potentially simplified landscape
- Or further fragmentation (both possible)
Implication: Flexibility and adaptability matter more than betting on specific platforms.
What Forward-Thinking Firms Do Now
Shift Budget to CTV
Move allocation toward streaming. Maintain broadcast presence where warranted, but trend toward growth medium.
Build Attribution Infrastructure
Implement tracking now. Establish baselines. Learn measurement approaches. Prepare for accountability era.
Invest in First-Party Data
CRM integration, client data activation, lookalike audience building, owned data assets.
Embrace Creative Experimentation
Multiple variations, regular refresh cycles, testing protocols, AI tool exploration.
Integrate Channels Now
CTV + search coordination, unified attribution, cross-channel optimization, system-level thinking.
The Competitive Landscape
Option A
Option B
The next 2-3 years represent a window: CTV adoption still differentiating, best practices still forming, market positions still fluid, early investment compounds.
Predictions for Law Firm TV
By 2027
- CTV primary for most PI advertisers
- Attribution standard (not optional)
- AI-assisted creative common
- Broadcast reduced to niche
By 2030
- Broadcast minimal for PI
- Real-time optimization universal
- Closed-loop measurement expected
- Non-measured advertising unjustifiable
These are directional. Timing may vary, but direction is clear.
Preparing Your Firm
Immediate Actions
- Assess current CTV presence
- Establish attribution tracking
- Evaluate creative assets
- Review agency capabilities
Near-Term Actions
- Increase CTV investment
- Implement multi-touch attribution
- Build creative testing protocols
- Ensure channel integration
Strategic Actions
- Develop first-party data strategy
- Build internal measurement capability
- Plan long-term channel mix
- Invest in competitive differentiation
For current best practices, see the CTV advertising guide.
References
- Nielsen. (2025). Streaming reaches historic TV milestone. https://www.nielsen.com/news-center/2025/streaming-reaches-historic-tv-milestone/
- Nielsen. (2025). Connected TV: Transforming advertising trends. https://www.nielsen.com/insights/2025/connected-tv-transforming-advertising-trends/