Fueling Results: Inside the Campaign That Drove Leads for a Leading Injury Law Firm

Accidents happen, as many drivers can attest to. The success of a recent campaign with a leading injury law firm was, however, no accident. Recently, the firm test-drove GSTV to help solve for challenges in the marketplace, including a decrease in leads, third-party cookie deprecation, and difficulties in a fragmented media landscape. The results speak for themselves: The campaign led to a 106% increase in lead volume in the market where GSTV ads ran, and in the non-GSTV markets, lead volume actually dropped 12% over the same period. 

Learn more about the campaign from our partners at Brunner. To dive deeper into the details of the campaign, we asked Brunner’s Kevin Amos, Partner, Chief Media and Data Officer and GSTV’s Eric Sherman, EVP of Insights & Analytics to give us insights:  

1. What led the team to test with GSTV?  

Kevin Amos, Partner, Chief Media and Data Officer, Brunner

At Brunner, our culture is rooted in test, learn, and optimize. Our media teams are constantly evaluating emerging platforms, technologies, and partners to give our clients a competitive edge. 

We identified digital-out-of-home (DOOH) as a high-potential, underutilized channel. Among the options we explored, GSTV stood out for its unique ability to guarantee exposure to active motor vehicle drivers—a core audience for personal injury law firms. 

With traditional channels like OOH, paid social, TV, and radio becoming increasingly saturated, GSTV offered a fresh way to break through the noise. It allowed us to reach consumers in a highly relevant moment, creating a strategic opportunity to drive both awareness and action.  

2. What KPIs were important for you to measure against?  

Kevin Amos, Partner, Chief Media and Data Officer, Brunner

For personal injury law firms, lead generation is the primary KPI. Since accidents and injuries are unpredictable, brand awareness becomes a critical—though harder to quantify—priority. The goal is to ensure that when someone experiences an injury/accident, the law firm is top of mind as a trusted, local partner. 

 To measure impact, we implemented a holdout test to track incremental leads directly tied to the campaign period. We isolated a set of locations where GSTV was active and compared them to a control group without GSTV exposure. This gave us clear, data-backed evidence of the GSTV’s effectiveness. We also layered in insights from our media mix model to validate and contextualize the results. 
 

3. What is important for brands/agencies to know when testing with GSTV?  

Eric Sherman, EVP of Insights & Analytics, GSTV

The brands who have the most success testing our platform have well-defined KPIs, clear, direct creative aligned with those KPIs, and a measurement plan in place to assess the incremental impact of GSTV on the targeted business outcomes. 

For this campaign, our partners had all three of these elements in place.  While in many cases we work with third party measurement firms to design incrementality assessments, for this effort the advertiser and agency worked together to build a thoughtful, rigorous approach to measuring GSTV’s impact on business outcomes. 

4. For a law firm, why was it important to focus on location-based video marketing?  

Kevin Amos, Partner, Chief Media and Data Officer, Brunner

For personal injury law firms, timing and proximity are everything. Accidents happen unexpectedly, and when they do, people tend to seek help from someone nearby—someone they feel they can trust. That’s why location-based video marketing is so powerful: it allowed Brunner to build brand awareness where potential leads are, before they need legal help. 

By targeting specific geographic areas, we ensured that the firm’s message reached people in the communities most likely to convert. Channels like GSTV allowed us to deliver high-impact video content in real-world environments—places where people are already thinking about their day-to-day needs. This hyper-local approach helped the firm stay top of mind, making it more likely that someone would recall their name when an accident occurred. 

5. How can brands take advantage of on-the-go video when they do not necessarily have a product-based business? 

Eric Sherman, EVP of Insights & Analytics, GSTV

There are three pillars that contribute to campaign effectiveness on GSTV.  One of them is certainly the fact that following a fuel transaction, consumers are much more likely to transact at a nearby retailer than they would be otherwise.  For some advertisers, though, that immediate consumption behavior isn’t crucial to the advertising strategy. 

For those advertisers, our two other pillars – reach and attentiveness – drive impact across the funnel.  As a national video network, we reach 40% of American adults on a monthly basis.  But even more importantly, our viewers are actually paying attention.  We recently conducted a study with Lumen Research, which found that 95% of impressions on GSTV deliver eyes-to-screen.  That’s nearly 3x the attention rate of connected television.  So, for those brands looking to deliver upper-funnel messages, GSTV’s high-reach, attentive environment can be an effective means for doing so.  

6. Why was it key to test different creatives, along with different placements?  

Kevin Amos, Partner, Chief Media and Data Officer, Brunner

Creative testing alongside various placements is essential to learning what resonates most with the target audience in specific contexts. Creative variations allow us to identify messaging, visuals, or formats that drive a higher number of consumers to search for us, but at the same time ensure the creative is staying fresh to avoid fatigue and maintain performance over time. 

  7. Was there an omnichannel strategy for this campaign? What other platforms did the campaign run on, and how did they complement one another? 

Kevin Amos, Partner, Chief Media and Data Officer, Brunner

Yes—this campaign was built around a full-funnel, omnichannel strategy focused on driving new client acquisition. We used CTV and other high-funnel awareness channels to build broad visibility and trust. These longer-form placements helped establish the firm’s credibility and kept the brand top of mind. 

To drive conversions, we ran shorter cutdowns on paid social with a stronger direct-response focus, optimized for lead generation. Simultaneously, we fully funded brand search and saw consistent lift as the video creative launched—clear evidence that the messaging was resonating and prompting people to actively seek out the firm. 

Each channel played a distinct role: awareness, consideration, and conversion. Together, they created a cohesive journey that moved potential clients from passive viewers to active leads. 

8. As an agency, what are the key factors you look for in a new media partner?  

Kevin Amos, Partner, Chief Media and Data Officer, Brunner

When it comes to innovation and new media partners, we like to say, “we live on the leading edge, not the bleeding edge.” That means we’re always exploring fresh, effective ways to connect our clients with their audiences, without chasing trends for the sake of novelty. 

Because we know our clients’ audiences deeply, we seek media partners who can help us deliver the right message to the right people, at exactly the right time. Strategic alignment, audience insight, and measurable impact are key.  

9. How can brands learn from this campaign to see success with on-the-go video? 

Eric Sherman, EVP of Insights & Analytics, GSTV

Success with on-the-go video starts with understanding where the format fits in your media mix—and how to measure its true contribution. This campaign is a strong example of how thoughtful testing and integration can deliver real, measurable impact. 

It was great to see Brunner test-drive the campaign on GSTV and take a structured approach to learning. By comparing change in lead volume in GSTV markets to non-GSTV markets, they could isolate GSTV’s influence—and the results spoke for themselves. That’s the kind of test-and-learn strategy that turns a campaign into a roadmap for future success.  
 
This campaign also validated something we continue to see: GSTV amplifies performance of other video and digital campaigns. By incorporating on-the-go video, the law firm extended its messaging beyond traditional media channels, reaching an audience that can be hard-to-find in other channels.