OTT or “over-the-top” streaming refers to any service or platform that allows users to stream content directly to a device, rather than going through a traditional TV station or cable network. OTT marketing provides advertisements to these digital media services, allowing you to present your content to a targeted, internet-based audience.
OTT media services have revolutionized mass tort marketing. Through OTT ad campaigns, your firm has the power to manage when and where your ad appears, identify the demographic you want to see your ad, and monitor statistical data about the efficacy of your campaign. Furthermore, you can reach a wider audience than ever before, due to the ever-growing number of Americans using OTT services.
However, to make your OTT campaign as effective as possible, you need to optimize your marketing techniques with the help of the digital media professionals at Mass Tort Alliance. We have experience developing personalized OTT campaigns, and we use data science to ensure that our ads meet your law firm’s needs. Contact Mass Tort Alliance to start building your OTT campaign today.
Understanding the Rise of Streaming Services
Online video streaming has become the new normal for millions of Americans. People of all ages are switching to streaming services, as the price of cable continues to increase. Approximately 80% of cable subscribers report that their monthly bill was too high, and the average cable subscriber watches only 17 of the 200 available channels.
The frustration with cable television has encouraged numerous households to ditch cable, and Forbes estimates that by 2023, as many as 56.1 million U.S. homes will not have cable TV service. However, as cable television declines, video streaming services are filling the market.
Approximately 74% of households subscribe to an on-demand video service, and Netflix, one of the most popular platforms, reports 46.55 million users on their site each month. This data demonstrates the impact of video streaming on the way Americans watch television, and OTT advertisements are growing to embrace this change.
Which Platforms Use OTT Advertisements?
Due to the rise in online video streaming, countless companies have changed their business model to create or include an OTT service. Some of the most popular OTT streaming services include:
- Amazon Prime Video
- HBO Now
- YouTube TV
- Sling TV
- Acorn TV
The popularity of streaming services has not only changed the way people watch TV, but it has also influenced where people can view their favorite content. OTT services can stream videos and other web content to a wide variety of devices, such as laptops, smartphones, and tablets. However, many companies have created connected TV (CTV) devices to deliver online content to a television screen. Some of the most popular CTV devices include:
- Smart TVs
- Game consoles
- HDMI sticks such as Roku, Chromecast, and Amazon Fire Stick
- Streaming boxes such as Apple TV or Amazon Fire TV
These innovations can enhance your mass tort marketing campaign because you can now present your ads to a relevant audience in any location and at any time.
What Are the Benefits of OTT?
OTT media services are expected to continue growing and thriving across the United States, providing a new audience for mass tort law firms to engage with. However, an expanded audience is just one of the numerous benefits of creating an OTT advertising campaign. When implemented effectively, OTT marketing can help your firm:
- Provide relevant ads that will engage your potential clients
- Focus native advertisements on populations and demographics who are most likely to use your mass tort legal counsel
- Reach new clients who may not otherwise see your ads
- Use analytics to tailor your ads and understand the impact of your marketing campaign
- Increase your return on investment by targeting your ads to qualified mass tort clients
When you create an OTT campaign, you increase your firm’s visibility, while also making it easier for you to find mass tort leads.
Costs of OTT Advertising
Running an ad on cable television can cost you hundreds or even thousands of dollars every time your ad plays. However, OTT ads are sold at a fraction of this cost while offering you higher quality audience exposure.
In most cases, you pay for OTT advertisements based on the cost of 1,000 impressions (CPM), or more simply, the cost of presenting your ad to your target audience 1,000 times. For example, if you want to present your mass tort ad to women between the ages of 25 and 45, you will pay a flat rate for your ad to run 1,000 times on programs or platforms that are most likely to reach this demographic. This targeted advertising method helps decrease the amount of money spent on ineffective marketing campaigns.
Creating an OTT ad campaign can save you money up-front and in the long run. However, to ensure that you get the most for every advertising dollar you spend, you need a professional media team to optimize your mass tort marketing campaign for OTT services.
How Does Mass Tort Alliance Use OTT Advertising?
Mass Tort Alliance is dedicated to offering your mass tort firm a customized and cutting-edge OTT campaign that will help you find the right clients. We have spent years gaining skills in the field of digital marketing, and we are ready to put this knowledge to work for you.
Mass Tort Alliance will help you create advertisements that authentically represent your practice and your mass tort case. We will then help you understand which OTT platforms will offer you the right exposure, and we will optimize your ad to increase its relevance for your target audience. Most importantly, Mass Tort Alliance works with you after your ad goes live, monitoring analytics to help you make effective marketing choices for the future.
When you work with the digital media experts at Mass Tort Alliance, you will know that you have a marketing campaign that will help your mass tort firm thrive.
Contact Mass Tort Alliance Today
To successfully litigate a mass tort case, you need to find as many qualified clients as possible. Creating relevant OTT advertisements is one of the best ways to engage with your future clients, and Mass Tort Alliance is ready to help. Start work on your native advertising, OTT campaign today by contacting Mass Tort Alliance.