CTV Benefits for PI Attorneys

23% higher ROI than broadcast. 94-96% completion rates. Reach cord-cutters, target by household, and actually measure what works.

PI law firms have advertised on television for decades. CTV doesn’t replace TV advertising. It transforms what TV advertising can do.

Here’s why connected TV makes strategic sense for PI firms.

Benefit 1: Precision Targeting

Traditional TV reaches everyone watching a program. CTV reaches the households you actually want.

Option A

Option B

Traditional TV

Buy evening news in Philadelphia DMA. Hope 5-10% of viewers are potential PI clients. Pay for 100% of impressions regardless.

CTV Approach

Target households in specific zip codes. Layer behavioral signals (auto loans, motorcycle ownership, workers’ comp research). Reach 20-30%+ potential clients. Pay only for targeted impressions.

The math is stark. Traditional TV at $25 CPM reaching 10% relevant households = $250 effective CPM. CTV at $40 CPM reaching 25% relevant households = $160 effective CPM. Higher sticker price. Actually 36% cheaper for reaching people who might need you.

Benefit 2: Measurable Attribution

For decades, TV advertising required faith. Spend money. Hope phones ring. Try to correlate timing with results.

CTV provides actual measurement:

WHAT CTV TRACKING PROVIDES
Household-level impression tracking to specific homes
94-96% completion rate visibility Source: IAB/Innovid
Verified visits exposed households visiting your site
Cost per case full attribution to signed clients

CTV accounted for 38% of ad impressions but drove 63% of attributable conversions. You can see that influence. Not just correlate it.

CTV campaigns deliver 23% higher ROI than traditional television. Measurement enables optimization. That’s why.

Benefit 3: Reach Cord-Cutters

A growing portion of households is unreachable via traditional TV:

THE STREAMING SHIFT
44.8% of all TV viewing is streaming Source: Nielsen, 2025
71% streaming growth since 2021 Source: Nielsen
-21% broadcast decline in same period
-39% cable decline in same period

If you’re only buying broadcast, you’re missing a large and growing segment of television viewers. CTV reaches them.

Benefit 4: Completion Rates

Digital video has a skip problem. YouTube pre-roll, social video, display ads: viewers skip, scroll, or ignore.

CTV maintains the traditional TV environment:

CTV ATTENTION QUALITY
94-96% CTV ad completion rate Source: IAB/Innovid
15-30% YouTube skippable ad completion
56% CTV attention rate Source: Decentriq
34.5% linear TV attention rate

Viewers watch your entire 30-second message. Streaming viewers are engaged with content. Your ad benefits from that environment.

Benefit 5: Brand Building + Response

CTV achieves what digital channels struggle with: simultaneous brand building and direct response.

Brand Building

  • + TV credibility transfers to streaming
  • + Professional production values
  • + Living room presence builds trust
  • + 62% of consumers discover brands through TV

Direct Response

  • − Measurable website visits
  • − Trackable conversions to cases
  • − Full attribution to ROI
  • − Continuous optimization capability

You don’t have to choose between awareness and performance. CTV delivers both.

Benefit 6: Competitive Differentiation

Most PI firms are fighting over the same Google keywords. CPCs for competitive terms like “car accident lawyer” can exceed $500 in major markets.

Option A

Option B

Search Competition

Every firm bids on same terms. Costs escalate through competition. Diminishing returns as market saturates.

CTV Opportunity

Create demand (not just capture it). Build awareness before accidents happen. Be the firm they think of first. With exclusive audiences, competitors can’t access your targeting.

Benefit 7: Flexibility and Optimization

Option A

Option B

Traditional TV

Committed weeks/months in advance. Difficult to cancel or change. Optimization happens between flights (if at all). Creative changes require new buys.

CTV

Real-time budget adjustment. Pause and resume as needed. Continuous optimization during flights. Creative testing and rotation. Immediate performance feedback.

ROAS improves 6.6% after 30 days and 24% after 90 days with consistent investment. Ongoing optimization. Traditional TV doesn’t allow that.

Benefit 8: Cost Efficiency

CTV CPMs look higher than some traditional TV rates. But efficiency tells a different story:

FactorTraditional TVCTV
CPM$15-35$35-50
Target relevance5-10%20-30%+
Effective CPM$150-700$115-250
Completion rate70-85%94-96%
AttributionCorrelation onlyHousehold-level
OptimizationMinimalContinuous

The nominally cheaper option is actually more expensive when you account for waste.

Benefit 9: Local Market Precision

PI law firms serve specific geographies. CTV supports local targeting that traditional TV can’t match:

Option A

Option B

Traditional TV

DMA-level only (entire metro). Can’t exclude areas you don’t serve. Paying for impressions outside service area.

CTV

Zip code targeting. Radius targeting around office. Neighborhood-level precision. Geographic exclusions.

If you serve northeast Philadelphia but not the suburbs, CTV lets you target accordingly. Traditional TV buys the entire DMA.

Local CTV spending is growing 29% year-over-year, faster than any other local digital tactic.

Benefit 10: Second-Screen Response

Modern TV viewing happens with phones in hand.

SECOND-SCREEN BEHAVIOR
88% of Americans use second device while watching Source: GWI
75% search after seeing TV ads Source: MNTN Research
65% visit advertiser websites during streaming Source: MNTN Research
40% more likely to visit within two weeks Source: JamLoop

When paired with search protection, CTV becomes a demand generation engine that search campaigns capture. See CTV Creates Demand, Search Captures It.

The Business Case

For a mid-size PI firm, CTV economics look like:

MetricValue
Monthly CTV spend$40,000
Impressions~1,000,000
Verified visits~4,000
Leads attributed~80
Cost per lead$500
Lead-to-case conversion20%
Cases16
Cost per case$2,500
Average case value$25,000
ROI10x

Numbers vary by market and execution quality. But the fundamental economics, precision targeting, measurable results, competitive differentiation, make CTV strategically sound for PI advertising.

References