Mass Tort CTV Advertising: Precision Targeting

Mass tort advertising is different from personal injury. Understanding mass tort vs traditional PI CTV strategy differences is essential. The audience is specific, the criteria are narrow, and the economics require precision.

CTV gives you that precision. This guide covers how to run mass tort campaigns on connected TV: targeting, costs, strategy, and what makes CTV superior to broadcast for this vertical.

Why CTV for Mass Tort

The Mass Tort Challenge

Mass tort campaigns need to reach specific people:

• Used a particular product
• During a specific timeframe
• Developed a qualifying condition
• In a geographic area (sometimes)

Broadcast TV reaches everyone. Most viewers don’t qualify. You pay for waste.

The CTV Advantage

CTV targeting can identify:

• Demographics: Age cohorts aligned with product usage
• Behaviors: Purchase history, prescription data, health research
• Geography: Contamination sites, regional exposure areas
• Conditions: Health-related interests and research behavior

Instead of broadcasting to everyone and hoping qualifiers see it, CTV targets households more likely to meet criteria.

The Efficiency Difference

Mass Tort Targeting Strategies

For detailed tactics, see mass tort CTV advertising strategies.

Demographic Targeting

Age cohorts: Many mass torts involve products used during specific periods.

Case Type	Relevant Age Cohort	Why
Camp Lejeune	55+	1953-1987 exposure timeframe
Talcum Powder	45-75	Usage patterns over decades
Roundup	40+	Homeowners, gardeners, agricultural workers
NEC Baby Formula	25-45	Recent parents of premature infants

Behavioral Targeting

Purchase and activity data identifies likely product users:

Case Type	Behavioral Signals
Roundup	Lawn care purchases, gardening interests, agricultural employment
Hair Relaxer	Beauty product purchasers, specific demographic patterns
Hernia Mesh	Medical procedure research, health condition indicators
Camp Lejeune	Military affinity, veteran indicators, VA health system

Geographic Targeting

Some mass torts have geographic components:

PFAS/Water contamination: Target radius around contamination sites

Camp Lejeune: Focus on NC + veteran-dense markets nationally

Industrial exposure: Manufacturing regions, specific plant locations

CTV allows zip-code and radius targeting that broadcast can’t match.

First-Party Data

If you have data on claimant profiles:

• Upload CRM data for matching
• Build lookalike audiences
• Exclude already-contacted households

First-party data requires sufficient volume (typically 5,000+ records).

Campaign Economics

Understanding CTV CPM pricing is essential for budgeting mass tort campaigns.

CPM and CPL Benchmarks

Metric	Range	Notes
CPM	$30-50	Similar to PI, varies by targeting
Unqualified CPL	$75-200	Raw leads, not screened
Qualified CPL	$200-500	Screened for basic criteria
Signed retainer	$800-3,000	Fully converted

What Drives Cost Variation

Case type: High-value cases attract more competition, higher costs

Case lifecycle: Early = lower costs, peak = highest costs, declining = lower

Qualification level: More screening = higher per-lead cost but better conversion

Geography: National campaigns often lower CPL than tight geographic

The Lead Quality Question

Mass tort leads are often sold at different qualification levels:

Level 1 (Raw):

• Contact info only
• Responded to ad
• Not screened
• 5-15% meet criteria

Level 2 (Pre-qualified):

• Basic criteria confirmed
• Initial screening complete
• 25-40% meet full criteria

Level 3 (Qualified):

• All criteria verified
• Medical records discussed
• Ready for attorney review
• 50-70% sign retainers

CTV campaigns can generate Level 1 or Level 2 leads depending on intake process.

Campaign Strategy

Timing: Case Lifecycle

Mass tort advertising follows predictable patterns:

Strategy: Enter during launch/growth, be cautious at peak, consider late entry at lower costs.

National vs. Geographic

Approach	When to Use	Considerations
National	Product used everywhere, no geographic qualifier	Larger audience, more competition
Geographic	Location-based tort (contamination, specific plants)	Tighter targeting, less waste
Hybrid	National tort with geographic concentrations	Best of both

Exclusivity in Mass Tort

Mass tort is more competitive than local PI:

• Major aggregators spending $100M+
• Multiple firms targeting same audience
• Lead sharing is common

CTV exclusivity means your audiences aren’t available to competitors using the same platform. This matters in crowded mass tort markets.

Creative for Mass Tort

Apply CTV creative best practices while adapting messaging for mass tort qualification.

Message Structure

Hook: Specific product/condition mention

• “Did you use Roundup weed killer?”
• “Were you at Camp Lejeune between 1953 and 1987?”

Qualification: Help viewers self-identify

• “If you developed non-Hodgkin lymphoma…”
• “You may be entitled to compensation”

Action: Clear, simple next step

• “Call now for a free case review”
• “Find out if you qualify”

What Works

• Specific product names: Be exact about what qualifies
• Clear timeframes: When were they exposed?
• Condition mention: What injury qualifies?
• Urgency if real: Deadlines, statute of limitations (if accurate)

What Doesn’t Work

• Vague claims: “Injured by a product?” Too broad
• Fear tactics: Don’t scare, inform
• Over-promising: Don’t guarantee results
• Misleading urgency: False deadlines damage credibility

Compliance Considerations

Mass tort advertising has additional scrutiny:

• State bar rules apply
• FTC guidelines on claims
• Class action advertising rules
• Case-specific restrictions

Review creative with counsel before airing.

Audience Building

LiveRamp and Data Partners

CTV platforms integrate with data partners for audience building:

LiveRamp: Identity resolution, audience matching, cross-device targeting

Data providers: Experian, Oracle, Nielsen for demographic and behavioral data

Healthcare data: IQVIA, other providers for condition-related targeting (privacy-compliant)

Building Custom Audiences

Step 1: Define qualifying criteria

• Product used
• Timeframe
• Condition developed
• Geography (if applicable)

Step 2: Identify data signals

• What behaviors indicate product usage?
• What demographics align?
• What conditions are we targeting?

Step 3: Build audience with platform

• Layer signals
• Estimate audience size
• Validate against known patterns

Step 4: Test and refine

• Initial campaign performance
• Qualified lead rate
• Adjust targeting based on results

Audience Size vs. Precision

Approach	Audience Size	Qualification Rate	Trade-off
Tight (many layers)	Small (50-200K HH)	High	May not spend budget
Moderate (2-3 layers)	Medium (500K-2M HH)	Medium	Balanced
Broad (1-2 layers)	Large (5M+ HH)	Low	More waste

Start moderate, optimize based on results.

Measurement

Key Metrics

Volume metrics:

• Impressions delivered
• Households reached
• Frequency

Response metrics:

• Verified visits
• Form submissions
• Phone calls

Quality metrics:

• Qualification rate (% meeting criteria)
• Cost per qualified lead
• Signed retainer rate

Attribution Complexity

Mass tort attribution has challenges:

• Long consideration windows
• Multiple touchpoints
• Delayed qualification (medical records, review)

Recommendation: Extended attribution window (30-60 days) and patience with qualification metrics.

ROI Calculation

Mass tort ROI is long-term:

Variable	Typical Range
Cost per qualified lead	$200-500
Leads to signed case rate	25-50%
Cost per signed case	$500-2,000
Average case value	$30,000-100,000+
ROI	15x-100x+

But case value is realized 2-5+ years out. ROI calculation requires long view.

CTV vs. Purchased Leads

Own Campaign (CTV)

Purchased Leads

Hybrid Approach

Many firms do both:

• CTV for exclusive, branded leads
• Purchased leads for volume and scale
• CTV leads typically convert better (familiarity)

Implementation

Budget Recommendations

Approach	Monthly Budget	Notes
Single DMA test	$15-30K	Prove concept before scaling
Regional (5-10 DMAs)	$50-100K	Focused geographic approach
National (targeted)	$150-300K	National reach with targeting
National (scale)	$300K+	Competitive presence

Start smaller, prove results, then scale.

The Taqtics Approach

We apply our PI methodology to mass tort:

Targeting precision: Custom audiences based on case criteria, not broad demographics

Exclusivity: Your audiences are exclusive. Competitors can’t access them

Full-service creative: Compliant, effective spots produced in-house

Attribution: Connected tracking from impression to qualified lead

Honest assessment: Not every mass tort makes sense for CTV. We’ll tell you if yours doesn’t.

Next Steps

References

1. American Tort Reform Association (ATRA). “Legal Services Advertising in the United States – 2020-2024.” March 2025. https://www.atra.org/white_paper/legal-services-ads-2020-2024/

2. ATRA. “Trial Lawyer Advertising Soars to $2.5 Billion.” March 2025. https://www.atra.org/2025/03/05/trial-lawyer-advertising-soars-to-2-5-billion/

3. ATRA. “Legal Services Advertising Report (PDF).” March 2025. https://www.atra.org/wp-content/uploads/2025/03/Legal-Services-Advertising-Report-%E2%80%93-2017-2024.pdf

4. Insurance Information Institute (Triple-I). “Legal System Abuse and Attorney Advertising for Mass Litigation: State of the Risk.” May 2025. https://www.iii.org/press-release/triple-is-new-issues-brief-suggests-link-between-attorney-advertising-mass-torts-third-party-litigation-funding-and-rising-insurance-costs-052925

5. X Ante. “Mass Tort Intelligence.” 2024. https://www.x-ante.com/