Hidden Costs of CTV Advertising for Law Firms

Media is 70-85% of cost. Add creative ($20-40K), fees (5-10%), management (10-20%), tracking ($3-10K). Total: 25-50% above media-only quotes.

When someone quotes you a CTV CPM of $40, that’s not your total cost. A $50K “media budget” becomes $65K when you add fees, tracking, and search protection. Understanding all costs prevents the budget surprises that kill campaigns prematurely.

The Full Cost Picture

Media Spend

What you pay for impressions:

  • CPM: $35-50 for quality inventory
  • This is the number most discussed
  • But it’s 70-85% of total program cost

Everything Else

The remaining 15-30%:

  • Creative production
  • Platform/technology fees
  • Management fees
  • Tracking and attribution
  • Landing pages and conversion infrastructure
  • Creative refresh

Cost Category Breakdown

1. Creative Production

Initial production:

LevelCostWhat You Get
Basic$8,000-15,000Simple spot, limited production
Professional$15,000-30,000Quality production, 30s + 15s
Premium$30,000-50,000High production, multiple versions

Ongoing creative costs:

  • Minor refresh (end cards): $2,000-5,000 every 6 months
  • Moderate refresh: $5,000-12,000 annually
  • Major refresh/new concept: $15,000-35,000 every 18-24 months

First-year estimate: $20,000-40,000 Annual ongoing: $10,000-25,000

2. Platform/Technology Fees

Most CTV platforms charge for technology:

  • Typically 5-10% of media spend
  • May be bundled in CPM or separate
  • Some platforms have minimums

Example:

  • $50K monthly media
  • 8% platform fee
  • $4,000/month additional

Annual estimate: 5-10% of media spend

3. Management Fees

If using managed service (vs. self-serve):

  • Typically 10-20% of media spend
  • May be flat fee instead
  • Higher touch = higher fee

Example:

  • $50K monthly media
  • 15% management fee
  • $7,500/month additional

Annual estimate: 10-20% of media spend

4. Tracking and Attribution

Call tracking:

  • $200-500/month
  • Essential for law firms
  • Multiple tracking numbers

Attribution platforms:

  • Sometimes included in CTV platform
  • Dedicated platforms: $500-2,000/month
  • CRM integration: variable

Annual estimate: $3,000-10,000

5. Landing Page Optimization

Initial development:

  • Dedicated CTV landing pages: $2,000-10,000
  • Conversion optimization: $2,000-5,000

Ongoing:

  • A/B testing
  • Maintenance
  • Updates

First-year estimate: $4,000-15,000 Annual ongoing: $2,000-5,000

6. Search Protection

CTV without branded search protection leaks value:

  • Branded search campaigns: 5-10% of CTV budget
  • Essential, not optional

Annual estimate: 5-10% of CTV media spend

Total Program Cost Examples

Small Market Program

CategoryMonthlyAnnual
Media spend$20,000$240,000
Platform fees (8%)$1,600$19,200
Management (15%)$3,000$36,000
Creative (first year)$2,500*$30,000
Tracking$300$3,600
Landing pages$500*$6,000
Branded search$2,000$24,000
Total~$30,000~$359,000

*Amortized from upfront investment

Media as % of total: 67%

Mid-Market Program

CategoryMonthlyAnnual
Media spend$50,000$600,000
Platform fees (7%)$3,500$42,000
Management (12%)$6,000$72,000
Creative (first year)$3,000*$36,000
Tracking$400$4,800
Landing pages$600*$7,200
Branded search$5,000$60,000
Total~$68,500~$822,000

Media as % of total: 73%

Major Market Program

CategoryMonthlyAnnual
Media spend$100,000$1,200,000
Platform fees (6%)$6,000$72,000
Management (10%)$10,000$120,000
Creative (first year)$4,000*$48,000
Tracking$500$6,000
Landing pages$750*$9,000
Branded search$10,000$120,000
Total~$131,250~$1,575,000

Media as % of total: 76%

Costs That Catch People Off Guard

❌ Common Budget Surprises

  • − Creative refresh: 'We made a commercial, we're done' (creative fatigues every 6-12 months)
  • − Branded search: 'CTV is our TV budget, search is separate' (75% of viewers search after seeing TV)
  • − Integration costs: 'We'll figure out tracking later' (pixel, call tracking, CRM, attribution needed upfront)
  • − Optimization time: 'Set it and forget it' (CTV requires 10-15 hours/week if self-serve)

Campaigns with 3+ variations perform 32% better. Budget 10-15% of annual media for creative.

Reducing Hidden Costs

Bundled Services

Some partners include:

  • Platform + management together
  • Creative production included
  • Attribution included

Bundled pricing can reduce total cost.

Scale Efficiencies

Larger programs:

  • Lower percentage fees
  • Better CPM rates
  • Creative amortizes across more impressions

Multi-Year Agreements

Commitments may unlock:

  • Reduced management fees
  • Locked-in rates
  • Creative production credits

Efficient Creative

Production savings:

  • Multiple versions in single shoot
  • Plan for refresh at initial production
  • Efficient production partners

Questions to Ask Vendors

  1. “What’s included in your quoted CPM?”
  2. “What additional fees will I pay?”
  3. “Is creative production included?”
  4. “What tracking is provided vs. additional?”
  5. “What’s the all-in monthly cost at my budget level?”

Get total program cost, not just media cost.

For complete cost breakdown, see How Much Does CTV Cost.

References