How OOH has been essential for Lawyers
OOH Reliability
With over 400 law firms in Chicago alone, high-impact marketing is crucial for legal advertisers in search of new clients. By providing exposure in ways which other media cannot, OOH helps legal firms to stay on top of the competition and fresh in the minds of potential clients.
Insights from OAAA found that almost two-thirds of consumers recall recently seeing an OOH advertisement for legal services. Additionally, over 40% of consumers who saw an OOH ad for a legal service engaged- including 63% of consumers in large cities.
Billboards are Key
Commuters are the main demographic that lawyers are trying to target- their mappable and consistent travel to work provides predictable opportunities for engagement with high dwell times, resulting in a far higher reach and message retention.
The ability to change and update content instantly while also being able to leverage dynamic content that provides curated material can tip the scales when clients are comparing many options for legal counsel.
Visual Storytelling
In the world of law there is also the issue of branding. Traditionally, most people view law firms with an aura of pretentiousness, corporate suits, and mundanity; a Gallup Poll found that 28% of Americans find the honesty and ethical standards of lawyers to be low. This results in potential clients hesitating to reach out as they are unable to see themselves having positive relationship with lawyers.
OOH can solve this using visual storytelling; data from the OAAA and Harris Poll shows that the ad message itself is the component most likely to get consumers to engage.
Firms can implement creatives showing how much their lawyers have won their clients and evoke a sense of confidence that their clients are taken care of. Paired with a well trusted medium like OOH, these ads go further to create a sense of personal connection with a mass reach.
