Mass Tort vs PI: CTV Differences
Same platforms, different strategies. Mass tort: campaign bursts, national reach. Traditional PI: ongoing local awareness. Run both? Separate everything.
Mass tort and traditional PI use the same CTV platforms but require fundamentally different strategies. Understanding the differences prevents applying the wrong playbook.
Core Strategic Differences
| Factor | Traditional PI | Mass Tort |
|---|---|---|
| Audience | Everyone might need you | Specific affected population |
| Timing | Ongoing (accidents happen continuously) | Campaign-based (inventory lifecycle) |
| Geography | Local market | Often regional or national |
| Message | ”We’re here when you need us" | "Did you use X? Call now” |
| Urgency | Variable | Often statute-driven |
| Creative | Brand building | Direct response |
Targeting Differences
Traditional PI Targeting
Goal: Build awareness among potential future clients
Approach:
- Geographic focus (your service area)
- Behavioral signals (auto loans, motorcycle owners)
- Broad coverage with relevance layers
- Consistent, ongoing presence
Audience definition: “Households in our market with injury risk signals”
Mass Tort Targeting
Goal: Reach specific affected populations
Approach:
- Health/pharmaceutical data (drug users)
- Geographic (exposure sites)
- Demographic (age, condition prevalence)
- Precision above reach
Audience definition: “Households with [Drug X] users or [Condition Y] sufferers in [Region Z]”
The specificity is dramatically different.
Creative Differences
Option A
Option B
Visual Treatment
| Element | Traditional PI | Mass Tort |
|---|---|---|
| Attorney presence | Often featured | Sometimes optional |
| Emotion | High (empathy) | Moderate (concern) |
| Information density | Low | High |
| Call to action | Subtle | Prominent |
| Phone number | Important | Dominant |
Campaign Structure Differences
Traditional PI Campaign
Duration: Ongoing (12+ months) Pacing: Consistent monthly spend Creative rotation: Every 6-12 months Optimization: Continuous refinement
Mass Tort Campaign
Duration: Campaign-specific (3-9 months typical) Pacing: Front-loaded or deadline-driven Creative rotation: Limited (campaign-specific) Optimization: Aggressive early, maintenance later
Budget Allocation Differences
Traditional PI Budget
| Channel | % | Purpose |
|---|---|---|
| CTV | 35-45% | Awareness |
| Search (branded) | 10-15% | Capture |
| Search (generic) | 15-20% | Capture |
| SEO | 15-20% | Foundation |
| Retargeting | 5-10% | Reinforcement |
Mass Tort Budget
| Channel | % | Purpose |
|---|---|---|
| Broadcast TV | 40-50% | Mass reach |
| CTV | 20-30% | Targeted precision |
| Digital/Search | 20-30% | Capture |
| Qualification | - | Lead processing |
Mass tort typically includes larger broadcast component for scale.
Measurement Differences
Traditional PI Metrics
| Metric | Focus |
|---|---|
| Verified visits | Traffic generation |
| Branded search volume | Awareness building |
| Cost per lead | Efficiency |
| Lead-to-case | Quality |
| Cost per case | Ultimate ROI |
Mass Tort Metrics
| Metric | Focus |
|---|---|
| Leads | Volume |
| Qualification rate | Lead quality |
| Cost per qualified lead | True acquisition cost |
| Retainer rate | Conversion |
| Cost per retainer | Ultimate ROI |
Mass tort adds qualification layer between lead and case.
Firm Structure Implications
Traditional PI Operations
- Local intake team
- Direct client relationships
- Case-by-case handling
- Ongoing marketing investment
Mass Tort Operations
- High-volume intake capacity
- Qualification screening processes
- Often co-counsel arrangements
- Campaign-based marketing
Firms running both need separate operational tracks.
When CTV Favors Each Approach
CTV Strong for Traditional PI
- Local targeting precision
- Behavioral relevance signals
- Attribution to case level
- Long-term brand building
- Integration with search
CTV Strong for Mass Tort
- Precision targeting (vs. broadcast spray)
- Health/pharma data availability
- Geographic cluster targeting
- Measurable response attribution
- Cost efficiency in targeted populations
Running Both Simultaneously
Many firms do traditional PI and mass tort:
Separation Requirements
- Separate campaigns
- Separate budgets
- Separate creative
- Separate landing pages
- Separate tracking
Shared Elements
- Brand consistency
- Compliance processes
- Call tracking infrastructure
- Attribution methodology
Attention Allocation
Mass tort is campaign-intensive. Don’t let it distract from ongoing PI brand building. They serve different timelines.
Strategic Choice
Firm Considerations
| Factor | Favors Traditional PI | Favors Mass Tort |
|---|---|---|
| Local roots | Strong local brand | Less important |
| Case capacity | Steady flow | High-volume bursts |
| Capital | Consistent investment | Campaign funding |
| Operations | Relationship-focused | Process-focused |
| Timeline | Long-term building | Campaign returns |
Most established PI firms maintain traditional PI while selectively pursuing mass tort opportunities.
For traditional PI strategy, see the CTV advertising guide.
For mass tort specifics, see the mass tort CTV guide.
References
Strategy comparison based on campaign performance data and industry best practices.