Episode 224:
Welcome to episode 224 of the Grow Your Law Firm podcast, hosted by Ken Hardison. In this episode, Ken sits down with David Klein, Director of Business Development at ConsulTV. They discuss the benefits of Connected TV Advertising, offering a special deal for podcast listeners. David shares insights on tracking digital marketing campaigns and reflects on his experience with traditional TV advertising strategies.
David works with law firms and their agencies across the country helping them maximize the effectiveness of their programmatic media buying. After 15 years of managing pay-per-click advertising, SEO, targeted display ads, social media marketing, and website building, he joined ConsulTV in October 2021 to help digital advertisers move toward programmatic ad buying, especially in the OTT and online video arena.
What you’ll learn about in this episode:
- How to Allocate Sufficient Budget:
- Ensuring that enough budget is set aside for streaming ad campaigns is crucial, as underfunding can lead to poor outcomes.
- Just like direct mail campaigns require substantial investment for significant results, streaming ads need proper financial backing to be effective.
- Focus on Targeting and Frequency:
- The success of streaming TV ads heavily depends on how accurately audiences are targeted.
- Controlling how often ads are shown to the same viewer is essential to maximize impact without causing viewer fatigue.
- Understand Cost Differences:
- Although streaming ads might have higher costs per thousand impressions (CPMs) than traditional TV ads, the benefits of targeted reach and customization can justify the expense.
- Viewing the higher costs as an investment in more precise and impactful advertising can lead to better overall returns.
- Technological Advancements in TV:
- With more affordable smart TVs becoming common, the reach of streaming ads extends to a broader audience.
- Enhancements in TV technology not only improve user experience but also expand how advertisers can engage with potential clients.
- Strategic Advertising for Lead Generation:
- The primary objective of any advertising effort is to generate leads and drive business growth.
- Monitoring and analyzing the results of digital marketing campaigns ensures that law firms can adapt and optimize their strategies in an ever-changing media landscape.
Resources:
Additional Resources:
https://www.pilmma.org/resources/
