Full-Funnel CTV: From Living Room to Conversion
69% of CTV viewers grab their phone during ads. If your landing page isn't ready, someone else gets the call. The complete system.
CTV advertising doesn’t end when the commercial finishes. It ends when the phone rings or the form submits. Everything between (the creative specs, the landing page, the retargeting, the branded search) is either working together or leaking leads.
Most firms treat CTV as a standalone channel. Run ads, hope for calls. But 69% of viewers use a second screen after seeing an ad. 34% go directly to a site. If your landing page doesn’t convert or your retargeting doesn’t exist, you’re paying for awareness that benefits whoever shows up first on Google.
This guide covers the complete system: CTV creative built for the living room, landing pages that convert warm traffic, retargeting that captures intent, and attribution that shows what’s actually working.
The 8-Foot Problem: CTV Creative Standards
CTV is viewed from 8-10 feet away on a 40-65” screen. Web is viewed from 18 inches on a phone or monitor. The creative rules are completely different.
Technical Specifications
| Element | CTV Requirement | Source |
|---|---|---|
| Resolution | 1920×1080 (1080p), 16:9 | MNTN, IAB |
| Font size (body) | 60-70px minimum | Industry standard |
| Font size (headlines) | 90-100px+ | Industry standard |
| Contrast ratio | 4.5:1 minimum (WCAG AA) | Accessibility guidelines |
| Safe zone | 3.5% inset from edges | Netflix/Tinuiti specs |
| Safe zone (pixels) | 38px vertical, 67px horizontal | 1920×1080 canvas |
Key Principles
CTV Creative Essentials
Large text, minimal copy
TV is lean-back, not lean-forward. Keep it readable at 8-10 feet.
High contrast
Varied TV displays and lighting conditions demand 4.5:1 ratio minimum.
Logo in first 3 seconds
Brand recognition before skip instinct (even though CTV is non-skippable, habits persist).
Persistent logo
Safe corner placement throughout the entire spot.
Spoken CTA + on-screen CTA
Redundancy for retention: say it AND show it.
Clear phone number and URL
Visible long enough to process (3+ seconds minimum).
MNTN CTV Spec Checklist
- + 1920×1080, 16:9, 23.98-29.97 fps
- + No slates, countdowns, letter-boxing
- + Broadcast-quality picture and audio
- + Large fonts, minimal text
- + Clear CTA with sufficient time
What Doesn't Work
- − Repurposed web video (too small, too dense)
- − Broadcast creative with legal disclaimers in 12px font
- − Text-heavy frames that can't be read at distance
- − Low-contrast color combinations
- − CTAs that flash for 1 second
Brand Harmonization: TV to Web Consistency
Your TV spot and your website need to feel like the same firm. Color, typography, emotional tone. If there’s a disconnect, trust breaks.
For a deeper dive into brand consistency, see our guide on full-funnel brand alignment.
Color Considerations
- TV displays render color differently than monitors
- Calibrate creative for both environments
- Test on actual TV screens, not just monitors
- Avoid colors that shift dramatically across displays
Typography That Scales
- Font family should be consistent TV → web → mobile
- Weight and style should feel cohesive
- If TV uses bold sans-serif, web shouldn’t be light serif
Emotional Arc Consistency
Reference the 5-phase emotional arc used in TV creative:
The 30-Second Emotional Arc
HOOK
PAIN
SOLUTION
PROOF
CTA
The landing page should continue this arc:
- Above the fold = SOLUTION reinforced
- Below the fold = PROOF expanded
- Form/CTA = clear next step
Message Match
If the TV spot says “Injured in a car accident? We fight for maximum compensation,” the landing page headline should echo that language, not generic “Personal Injury Attorneys.”
The Landing Page Problem: Above the Fold = Trust or Bounce
CTV traffic is warm but impatient. They just saw your commercial. They’re on their phone. You have 3-5 seconds to confirm they’re in the right place.
Legal Landing Page Benchmarks
| Performance Level | Conversion Rate | Source |
|---|---|---|
| Median (legal) | 6.3% | Unbounce 2025 |
| Good (top quartile) | 13.1%+ | Unbounce 2025 |
| Optimized PI | 20-35% | Majux (agency data) |
| “Mediocre” for PI | 10-15% | Majux (given high CPCs) |
Why PI Benchmarks Are Higher
PI CPCs are $600-$1,000+. At those costs, a 6% conversion rate is unsustainable. Optimized PI landing pages must convert at 15-20%+ minimum to justify spend. For more on CTV costs and ROI, see our dedicated guide.
Above-the-Fold Requirements
Landing Page Must-Haves
Headline that matches the ad
Message match reduces bounce. Echo the TV creative language.
Clear value proposition
What do you do, for whom? Answer in 5 seconds or less.
Trust signals
Reviews, verdicts, years in practice. Visible immediately.
Visible CTA
Phone number AND form. Give them options.
Mobile-first design
Majority of CTV-driven visits are mobile. Design for thumb.
CTV Traffic Expectations
- + Warm intent (they just saw your ad)
- + Mobile-dominant (second-screen behavior)
- + Impatient (3-5 second decision)
- + Looking for confirmation (right firm, right place)
What Kills Conversion
- − Generic headline ("We're Here to Help")
- − No phone number above the fold
- − Form buried below the fold
- − Slow load time (especially mobile)
- − Stock photos that don't match TV creative
- − No trust signals visible immediately
Your landing page has ONE job: confirm and convert.
Second-Screen Behavior: Remote in One Hand, Phone in the Other
TV viewing has fundamentally changed. The “lean-back” experience now includes a second screen in hand.
The Data
Timing & Device Reality
- Most visits occur within minutes to hours of exposure
- Meaningful tail over 7-30 days for high-consideration services
- Legal is high-consideration, so expect extended attribution window
- Mobile dominates post-CTV sessions and phone calls
- Desktop plays secondary role in longer research
Implications for PI Firms
What This Means for Your Firm
Phone number must be prominent
Immediate callers exist. Make it easy.
Mobile landing page must be flawless
Majority of CTV-driven traffic is mobile. No exceptions.
Branded search must be protected
30% will search, not go direct. Own your brand terms.
Retargeting must be ready
Capture those who don’t convert immediately. They’re still warm.
The Retargeting Architecture: CTV Visitors Are Gold
Someone who visited your site after seeing your CTV ad is the highest-intent audience you can retarget. They saw your commercial. They looked you up. They didn’t convert yet. This is not cold traffic.
Retargeting Windows
Audience Temperature by Window
HOT
WARM
COOLING
Meta Retargeting Performance
PI agencies report double-digit conversion on high-intent remarketing audiences.
Instant Forms vs Website Forms
Option A
Option B
Recommendation
Run both. Use instant forms for volume and pixel training. Use website forms for quality. Score leads. Feed data back to optimize.
Form Alignment
- Meta instant form fields = website form fields = CRM intake fields
- Consistency allows lead scoring across sources
- Enables pixel training and lookalike building
Branded Search Capture: Don’t Give Away What You Created
CTV creates demand. Search captures it. If you’re not bidding on your own brand name, your competitors will.
For the complete breakdown, see our guide on branded search protection.
The Handoff
How Competitors Steal Your Leads
Viewer sees your CTV ad
Your commercial runs. Brand awareness created. You paid for this.
They search your firm name
30% of second-screeners use search to find you.
Competitor ad appears first
If competitor is bidding on your name, they see competitor’s ad above yours.
You paid, they profit
You paid for the awareness. Competitor captured the lead.
Branded Search Requirements
Protect Your Brand
Bid on your own firm name
Defensive bidding. Own your brand terms.
Bid on common misspellings
People typo. Capture them anyway.
Monitor competitor bidding
Know who’s targeting your brand.
Consider bidding on competitor names
Offensive strategy. Optional but effective.
Attribution Reality
- CTV gets credit for awareness (view-through)
- Search gets credit for conversion (last-click)
- Both are necessary. Neither works alone
- Measure blended CAC, not channel-specific ROI
Attribution Reality: Visits vs Calls vs Conversions
A 30-second spot can drive very different behaviors depending on the viewer, the CTA, and the moment.
What Affects Response Type
Option A
Option B
Attribution Windows
When Conversions Happen
IMMEDIATE
SHORT-TERM
MEDIUM
EXTENDED
The Blended CAC Reality
- CTV will rarely be last-click attributed
- View-through conversions are real but harder to prove
- Branded search lift is CTV’s fingerprint
- Monitor: Direct traffic + Branded search + Attributed conversions
What CTV Attribution Shows
- + Households exposed to your ad
- + Verified website visits from those households
- + Conversion events (forms, calls)
- + Time lag from exposure to action
What It Doesn't Show
- − "Last-click" credit (that goes to search/direct)
- − Offline conversions without tracking
- − Full path across devices without proper setup
For deeper dive into measurement, see our CTV attribution guide.
The Full System: CTV → Social → Search
CTV is not a channel. It’s the top of a system. The system only works if every piece connects.
The Architecture
The Full-Funnel System
CTV (Awareness)
90-98% completion rate. 69% use second screen. 34% visit site directly. 30% search firm name.
Landing Page (Conversion Point #1)
Convert 15-35% of optimized PI traffic. Bounce traffic feeds retargeting.
Social Retargeting (Conversion Point #2)
Meta converts 2-3x higher than cold. Instant forms for volume, website forms for quality.
Branded Search (Conversion Point #3)
Captures search intent. Defensive bidding required. 30% of second-screeners.
Display Retargeting (Stay Present)
Extended window (14-30 days). Frequency cap to avoid fatigue.
Conversion / Intake
Phone call or form submission. Case signed.
Optimization at Scale
- Millions of CTV impressions = statistically significant data
- Test creative, landing pages, form variations
- Feed conversion data back to targeting
- Train pixels with quality signals (not just leads, qualified leads)
Cost Benchmarks: What to Expect
CTV is competitive with other channels when measured correctly. But “correctly” means blended CAC, not last-click CPL.
PI Channel Benchmarks
Why CTV Can Compete
- CTV drives branded search (captured elsewhere)
- CTV drives direct traffic (no CPL attributed)
- CTV builds brand over time (compounding effect)
- View-through conversions are real but not last-click
How to Measure
Measuring CTV ROI Correctly
Track blended CAC
Across all channels, not just CTV in isolation.
Monitor branded search lift
During CTV flights. This is CTV’s fingerprint.
Monitor direct traffic lift
People who go straight to your site without clicking an ad.
Use holdout tests
Geo or audience holdouts if budget allows for definitive proof.
CTV can deliver comparable or lower blended CPL while also building brand and lifting search. The question isn’t “CTV vs Search.” It’s “CTV + Search vs Search alone.”
For detailed cost analysis, see our guide on CTV costs, budgeting, and ROI.
Implementation Checklist
CTV Creative Requirements
Resolution & Format
1920×1080, 16:9 aspect ratio. No letterboxing or slates.
Typography
Fonts 60px+ for body, 90px+ for headlines. Readable at 8-10 feet.
Contrast & Accessibility
4.5:1 contrast ratio minimum (WCAG AA). Test on actual TV displays.
Brand Presence
Logo in first 3 seconds. Persistent logo in safe zone throughout.
Contact Information
Phone number and URL visible for 3+ seconds minimum.
Call-to-Action
Spoken CTA + on-screen CTA. Redundancy improves retention.
Landing Page Requirements
Message Match
Headline echoes TV creative language. Visitors confirm they’re in the right place.
Above-the-Fold Essentials
Phone number AND form visible without scrolling. No exceptions.
Trust Signals
Reviews, verdicts, years in practice. Visible immediately.
Mobile Performance
Load time under 3 seconds. Majority of CTV traffic is mobile.
Brand Consistency
Colors, typography, and tone match the TV spot exactly.
Retargeting Setup
Pixel Installation
Meta pixel installed and firing correctly on all landing pages.
Audience Creation
CTV visitor audience with 7-14 day window (sweet spot for legal).
Campaign Structure
Both instant forms (volume) and website forms (quality) running.
Lead Scoring
Score leads by source and behavior. Feed data back for optimization.
Branded Search Protection
Defensive Bidding
Bid on firm name and all common misspellings.
Competitor Monitoring
Track who’s bidding on your brand terms. Respond accordingly.
Message Alignment
Search ads match TV and landing page messaging for consistency.
Attribution Configuration
Platform Setup
CTV platform attribution configured with 30-day view-through window.
Lift Tracking
Monitor branded search volume lift during CTV flights. This is CTV’s fingerprint.
Direct Traffic
Track direct traffic lift as additional CTV signal.
Blended Metrics
Calculate blended CAC monthly across all channels. Don’t silo attribution.
References
-
MNTN. “CTV Ad Specs Guide.” 2025. https://mountain.com/blog/ctv-ad-specs/
-
Tinuiti. “CTV Specs: Netflix and Streaming Ad Requirements.” 2024. https://tinuiti.com/blog/ott-ads/ctv-specs/
-
IAB Tech Lab. “Ad Format Guidelines for Digital Video and CTV.” 2022. https://iabtechlab.com/wp-content/uploads/2022/03/Ad-Format-Guidelines_DV-CTV.pdf
-
Innovid. “Interactive CTV Design Best Practices.” 2024. https://help.innovid.com/hc/en-us/articles/360015398017-Interactive-CTV-Design-Best-Practices
-
Unbounce. “What’s a Good Conversion Rate?” 2025. https://unbounce.com/landing-pages/whats-a-good-conversion-rate/
-
Majux. “PPC Benchmarks: CPL, CTR, Conversion Rate for Law Firms.” 2025. https://www.majux.com/ppc-benchmarks-cpl-ctr-conversion-rate-law-firms/
-
Advocado/Harris Poll via RetailWire. “Second Screens: Engaging Consumers.” 2024. https://retailwire.com/discussion/second-screens-engaging-consumers/
-
Diray Media. “Why TV Is More Relevant Than Ever in a Second-Screen World.” 2024. https://diraymedia.com/2024/12/18/why-tv-is-more-relevant-than-ever-in-a-second-screen-world/
-
Strategus. “Post-View Website Visits Attribution.” 2025. https://www.strategus.com/blog/attribution/post-view-website-visits
-
AI Digital. “Connected TV Advertising Guide.” 2025. https://www.aidigital.com/blog/connected-tv-advertising
-
Taqtics Market Intelligence. Proprietary analysis, 2025.
Build Your Full-Funnel System
CTV without landing page optimization is awareness without capture. Retargeting without CTV is chasing cold traffic. Branded search without either is fighting for scraps.
The system works together, or it doesn’t work at all.
We’ll audit your current setup and show you where the leaks are.
Put this into practice
Reading guides is one thing. Implementing them is another. We'll build this infrastructure for your firm.
Book a Strategy Call