Why Connected TV is Important for Canadian Personal Injury Lawyers

Watch the local news in most places in Canada and you’ll see Canadian personal injury lawyers advertising. They are loyal to traditional media and are all over the local television airwaves. However, they are slower to add connected TV (CTV) to their marketing mix. There are a few reasons for this, which I will get into, however Canadian personal injury lawyers need really need to start thinking about their 2024 media plans. They also really need to get serious about connected TV (CTV) and over-the-top (OTT) advertising. There are great brand-building opportunities out there for the first movers.

What is Connected TV?

Connected TV refers to any television connected to the internet and access content. The most common types of connected TVs are as follows:

• Smart TVs: Televisions with integrated internet capabilities, allowing users to stream content, browse the web, and use apps without hooking up an external device.
• Devices that connect to TVs: This includes streaming boxes and sticks such as Roku, Apple TV, Amazon Fire TV, and Google Chromecast. These devices plug into a TV and enable internet connectivity, streaming capabilities, and apps on non-smart TVs.
• Gaming Consoles: Devices like the PlayStation, Xbox, and Nintendo Switch, which, in addition to playing games, offer internet connectivity and apps for streaming content.
• Blu-ray players and set-top boxes: Some of these devices come with internet connectivity and streaming features.

All of these devices can have ads targeted at them in a variety of ways. Whether it is directly to the Smart TV or connected TV player such as the Amazon Fire Stick or through the content that is streamed.

What Are The Types of Ads Available to Canadian Personal Injury Lawyers?

The types of ads available to Canadian personal injury lawyers is slightly less than our friends south of the border. While Bell, Corus, and Rogers are trying to bring more exciting ad formats here, they are now reserved for much larger national advertisers. Nevertheless, the following are available:

• Programmatic Buying: Much like digital advertising, many CTV ads are bought and sold through automated, data-driven processes known as programmatic advertising. Advertisers can purchase ad inventory in real-time based on specific targeting criteria.
• Ad Formats: Most CTV ads are video, but they can range from non-skippable 15-30 second spots to interactive ads that allow viewers to click for more information.
• Dynamic Ad Insertion (DAI): DAI technology replaces linear TV ads with more targeted and relevant ads for individual viewers. This means two people watching the same show on a streaming platform might see different ads based on their profiles.
• Targeting: One of the significant advantages of CTV advertising is the ability to target ads more precisely. Advertisers can use data to target specific demographics, behaviors, and even interests. For instance, a sporting goods company might target viewers who’ve previously shown interest in sports content.
• Retargeting: Based on viewer interaction with an ad on CTV, advertisers can retarget the same viewer with follow-up ads on other devices like their mobile or computer, ensuring a seamless cross-device ad experience.

Why is CTV important for Canadian Personal Injury Lawyers?

Canadian personal injury lawyers are massive television advertisers. When you consider local advertisers in any private at-fault market in Canada they are in the top 10 advertisers by spend and ad count. It makes sense, television is a great broad reach medium, and can be cost effective for personal injury lawyers. However, ratings and share of voice of traditional television advertising is decreasing. Fewer Canadians are subscribing to cable, and more are going to streaming services. Additionally, ad-supported video-on-demand (ASVOD) like Pluto TV and Tubi are gaining traction in Canada. Thus, Canadian personal injury lawyers are missing out on a huge audience by not reaching these viewers.

This year, CTV advertising unmistakably stands at the forefront of the advertising industry. Its data-driven precision, interactive capabilities, and measurable outcomes make it an indispensable tool for advertisers. As the Canadian audience increasingly embraces CTV and AVOD, advertisers have a unique opportunity to connect with viewers in a meaningful way.

iAB Canada

How Can Canadian Personal Injury Lawyers Access This Inventory?

This is the great news for Canadian personal injury lawyers. Most of these services have self-serve platforms with low minimum spend thresholds. Your media partners like Bell, Rogers, or Corus can help you get your commercials onto the most popular channels. Additionally, your digital agency can use programmatic platforms or self-serve options to buy this inventory for you. Furthermore, this inventory can be very trackable with your existing analytics to monitor the results, which traditional media lacks. Additionally, like display ads online, you can frequency cap to ensure you aren’t flooding users with your messaging and wasting budgets. If you are interested in having a connected TV campaign designed for your law firm, contact Rock Bound Marketing and we can help.

About Rock Bound Marketing

Rock Bound Marketing is a marketing agency explicitly founded for Canadian personal injury lawyers. The unique challenges and competitive environment of injury law in Canada requires an agency that blends industry experience with marketing expertise. If your injury law firm wants to increase its marketing effectiveness, contact Jeff at Rock Bound Marketing today.