Law firms aiming for effective, measurable marketing results should adopt a multi-channel strategy. This ensures broad exposure across digital platforms, including display, video, native, and connected TV. Reaching potential clients at every stage of their decision-making process—from initial research to hiring a lawyer—is essential.
Programmatic ads are becoming a go-to tool for lawyers, offering precise targeting based on demographics, behaviors, and location, making them both cost-effective and impactful.
Global programmatic ad spending reached $546 billion in 2023 and is projected to soar to $779 billion by 2028, compared to just $177 billion in 2017. These ads streamline the buying process, boosting efficiency, and their popularity continues to grow, with the U.S. and Canada accounting for 40% of global investments.
By combining wide digital exposure and advanced targeting, programmatic ads help law firms stand out and attract the right clients.
Options for Programmatic Ads
Programmatic ads streamline the buying and selling of digital ad space, offering personalized campaigns with broad audience reach. For law firms, mixing various ad formats can optimize results. Here are the key options available:
- Connected TV (CTV)
Ads on streaming platforms like Netflix, Hulu, and Disney+ bypass traditional TV methods via the internet. Shifting trends have introduced ad-supported subscription tiers. CTV ad spending in the U.S. reached an impressive $25 billion in 2023, up from $20 billion in 2022.
- Video Ads
Video ads use data-driven placements to engage viewers. Popular formats include:
- Instream: Ads that play at the start, middle, or end of video content.
- Outstream: Videos embedded on websites, such as YouTube clips displayed in blogs.
- In-Display: Videos within banner ads.
Google reports that 63% of YouTube viewers made purchases after seeing brands on the platform.
- Display Ads
Traditional display ads combine visuals, copy, and calls to action to drive consumer engagement. They remain a reliable digital marketing tool.
- Native Ads
Native ads appear as editorial-like content (e.g., sponsored articles) that merge seamlessly with a publication format. This informs while also subtly promoting your law firm, driving website traffic.
- Audio Ads
Audio advertising thrives on platforms like Spotify, where listeners tune in during workouts or commutes. With projected global spending of $11.78 billion in 2024, audio ads present a growing opportunity to reach engaged audiences.
For law firms, programmatic advertising offers a variety of tools to target the right audience efficiently. Selecting the right mix of options can amplify reach and drive results.
Maximize Your Law Firm’s Reach with Multi-Channel Marketing
Multi-channel marketing provides actionable data and audience insights to help law firms attract clients. A cookie-cutter approach won’t cut it. At Next Level Solutions, we specialize in creating tailored strategies that align with your firm’s goals, budget, and culture. With expertise in programmatic ads, we’ll strengthen your brand and turn leads into loyal clients.
