Why Video Should Be a Part of Every Law Firm’s Marketing Future

The Past: One Media, One Medium

Video was once relegated to those firms with million plus dollar television advertising budgets.  Television commercials were the only way to deliver video to potential customers.  Television has always had a broad and powerful reach, so for those firms that could afford it, video brought in clients.  Unfortunately, the scales were tipped in favor of large firms.  Many small to mid-size practices were unable to foot television commercial production costs and therefore unable to produce video for potential clients.  The only platform for displaying video was television, so even lower cost productions were unable to compete in the costly ad buying world of television.

Thankfully, the times have changed.  Video is being consumed in numerous ways and has more impact than ever.  Data has shown us that today’s consumer is visual.  They want instant gratification and video serves the perfect dish.  Law firms are able (with the help of a leading marketing team) to produce high-quality video for consumption across numerous platforms.  The digital revolution in television has made it more affordable, Over-the-Top options such as ROKU offers law firms the ability to reach consumers at their convenience, and websites bring in a once untapped resource for cost-effective video advertising.

The Present: Jumping into Video

The marriage of television and digital has opened new doors for video advertising.  People consume video on a variety of devices, so that gives law firms a variety of options.  Marketing to consumers through video is one of the most effective ways to captivate your audience, but you need to understand today’s consumer and learn how to sell your firm in a way that truly speaks to your target audience.

If you have watched television lately, you have seen a dramatic shift in advertising.  Commercials have taken on a story-telling approach.  They often pull at the heartstrings of the consumer taking you on a journey of love or loss.   Data has shown that people want to connect with the companies they do business with on another level.  They want to feel good about the products that they buy and the services they use.  Industries, including legal, are overwhelmed with competitors.  Standing out is important, showing a cohesive brand is imperative.  Video, whether it is a television commercial or a short snippet on social media, should show a cohesive brand that compels consumers to choose your firm over your competitor.

The Future: Crossing Over

The crossover between television and digital will continue well into the future.  The way we consume video will continue to evolve.  It is essential that all law firms start incorporating video into their marketing strategy today and keep ahead of the trends for tomorrow.  Video is more cost-effective than ever with options for every budget.  Video is the easiest and most impactful way to connect with and engage your potential clients.  As the lines continue to cross between the two advertising giants of digital and television, more and more data will be available to determine how to reach your target audience how and when they are consuming video.

Ready to get started?  Call Amicus Media Group today.  We work with law firms of all sizes to develop comprehensive media strategies.  Our team of video production experts will help you create high-quality video for both television and digital platforms that appeal directly to your ideal clients.  Do not wait until tomorrow.  Call our offices today for a free consultation: (888) 700-1088.

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.

Over-the-top (OTT) and Connected Television (CTV) have taken the marketing industry by storm.  More and more people are moving away from traditional platforms like cable television and moving toward streaming, smart TVs and other formats that are OTT or CTV oriented.  In this article, we will explore what OTT and CTV are, why there is a push toward it and why legal marketers should be paying attention.

What is OTT and Why Does it Matter?

According to Digiday, OTT is “the term used for the delivery of film and TV content via the internet, without requiring users to subscribe to a traditional cable or satellite pay-TV service.”  Streaming services like Netflix changed the game of how people watch television.  These services allowed people to get rid of cable (cut the cord) and watch television in a whole new way on a variety of mediums including tablets, desktops and mobile devices.  It also opened the door to a new type of advertising.  One of the most exciting aspects of OTT is that it is delivered over the internet.  Digital marketing is data rich for advertisers, combine that with the reach of television shows, and you have a marriage made in heaven.

The Difference Between OTT and CTV

Connected television or CTV is slightly different than OTT in that it refers to content that is streamed on a television through a smart TV.  Smart TVs allow you to access apps or use streaming services through devices like the Apple TV and game consoles.  Connected TVs can stream OTT content; thus it is a medium for bringing you OTT content. According to Edison Research, 64% of people in the United States now own a Connected Television.

Live Streaming

Many marketers worried that OTT might have limitations in that streaming was limited to on-demand videos or television shows.  Now, however, people can live stream sporting events, music programs, news and more.

Legal Marketers Guide to OTT

Advertising on television is nothing new to the legal industry, but many marketers have steered firms away from traditional TV ad buying to digital campaigns.  OTT truly marries the power and reach of television with the ability of digital to provide a significant amount of data about potential consumers.  This helps to make ad buying very specific toward consumers most likely to retain the firm’s services.  To be successful in ad buying under OTT, a buyer should have experience in both digital and traditional television buying.  The marriage between the two is still in its honeymoon phase, but it is ready for the long haul.  As more and more people cut the cord on satellite and cable, those providers have moved into the OTT arena.  Many offer streaming on Video On Demand services without the commitment of a cable contract and most people are still getting internet through large cable providers such as Spectrum, Verizon and others.

Learn More About OTT and CTV

This is only the beginning of OTT content.  Consumers like the flexibility of watching television when they want and where they want.  Legal marketers need to be paying attention to these trends and what the future holds.  If you want to explore more ways to grow your firm and acquire more cases, contact Amicus Media Group today for more information about OTT and CTV.  We are experienced buyers in both traditional television advertising and digital markets.  We offer comprehensive marketing campaigns that reach the clients most likely to retain your services.  We use strategic media cash buying to choose specific programming targeted toward the most responsive markets.  Contact our team today for a Special Report on Guaranteed Performance Media.  Call us toll-free at (888) 700-1088.

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.