How a Leading Injury Law Firm Revitalized Lead Generation with On-the-Go Video

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. 

The campaign was developed through a close collaboration between the law firm’s media partner, Brunner, and GSTV, combining strategic targeting, creative testing, and rigorous measurement to drive results where it mattered most. 

Identifying the Opportunity 

Brunner’s media team, driven by a culture of testing and optimization, recognized that traditional channels like television, radio, paid social, and outdoor advertising had become increasingly saturated and less effective at breaking through to target audiences. Digital out-of-home (DOOH) presented a promising but underutilized option, and GSTV stood out for its unique ability to guarantee exposure to active motor vehicle drivers—a core audience for personal injury law firms. 

This audience alignment was especially pertinent for a personal injury law firm: accidents are unpredictable, and when they occur, individuals tend to seek legal support from nearby, trusted firms. Reaching people during daily routines — such as fueling up their vehicles — created a timely opportunity to build both awareness and conversion potential in local communities. 

Measuring Success 

For the firm, lead generation was the primary key performance indicator (KPI). To measure impact, a holdout test was implemented to track incremental leads directly tied to the campaign period. A set of locations was isolated where GSTV was active and compared them to a control group without GSTV exposure. This gave Brunner clear, data-backed evidence of the GSTV’s effectiveness. Finally, insights from the media mix model were layered in to validate and contextualize the results. 

A Strategic Blend of Media and Messaging 

The campaign did not rely on GSTV alone. It formed part of a holistic omnichannel strategy that guided individuals through a thoughtful journey from awareness to conversion. Connected TV and other high-funnel channels were used to build broad visibility and trust, while paid social executions with direct-response messaging helped drive conversions. Brand search activity was also fully funded and saw consistent lift as the campaign progressed — evidence that the creative was resonating and prompting active searches for the law 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.  

Testing various creatives and placements was another essential component. By exploring multiple variations, the team was able to identify which messages and formats performed best with their target audience, keeping the creative fresh and avoiding ad fatigue.  

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

Maximizing the Power of On-the-Go Video 

What made GSTV particularly effective for the campaign was not only its ability to place ads in high-attention environments — where drivers are engaged and less likely to be distracted — but also its scale and reach. Nationally, the network reaches 40% of American adults monthly, and even more importantly, viewers are actually paying attention. In a study conducted with Lumen Research, it was found that 95% of impressions on GSTV deliver eyes-to-screen—nearly 3x the attention rate of connected television. 

For a service-based business like a law firm — which cannot rely on immediate consumption behavior in the same way a product brand might — the combination of reach and viewer attentiveness proved to be a powerful driver of upper-funnel awareness that ultimately contributed to downstream conversions. 

Lessons for Brands Exploring New Media 

Key takeaways from this campaign highlight the importance of clearly defined KPIs, alignment between creative and business objectives, and a thoughtful measurement plan to assess incremental impact. Partners who approach new media tests with these elements in place are better equipped to understand where emerging channels fit within their broader marketing mix and how they contribute to real business outcomes.  

Ultimately, the campaign demonstrated that strategic use of location-based on-the-go video can not only amplify the performance of other marketing channels but also fill gaps where traditional media might fall short — especially in reaching hard-to-find audiences at the right time and place.