Law Firm Increases Conversions by 11% Through CTV Live Sports

A regional law firm sought to increase web traffic and generate new cases by reaching audiences not typically captured through standard audience targeting. Partnering with Strategus, the firm initially ran a campaign focused on third-party audience data from January to February. However, in March and April, they strategically incorporated Live Sports CTV inventory, targeting popular events like March Madness and WNBA games.

The result? A significant lift in performance. The first two months generated 6,687 web conversions. After the Live Sports integration, conversions surged to 7,403 in the following two months—an 11% increase.

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Objective

• Drive Web Traffic
• Generate New Cases

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Strategy

The law firm had previously tested both audience-targeting CTV campaigns and traditional broadcast ads but found broadcast too expensive and rigid, especially for high-value live sports. Strategus’ Live Sports CTV offering allowed them to access premium sports content affordably and reach untapped audiences.

Strategus aligned the campaign with high-viewership events like March Madness, the Olympics, and the WNBA season, rotating sports inventory based on the calendar. This approach provided consistent exposure in regional markets like Fort Wayne, Evansville, and South Bend, where broadcast efforts had been inconsistent.

A 90-day analysis showed that March Madness inventory, in particular, drove unique traffic spikes. By dominating key sporting events with high-frequency placements— without the financial burden of traditional broadcast—the firm maximized their impact.