Case Study: WDIV-TV drives measurable advertiser leads with Second Street Lab

Renaissance Fair Deal Generates $102,000 for WDIV-TV

WDIV-TV faced the challenge of keeping advertisers engaged and generating better middle-of-the-funnel results, especially as traditional on-air ads were not delivering the outcomes some clients wanted. Second Street Lab helped the station rethink its advertiser sales approach by emphasizing customer needs analysis and custom digital promotions through its Seller’s Guide and related campaign tools.

Second Street Lab implemented targeted promotions with opt-ins, survey questions, and follow-up offers to match advertiser goals. In one example, a math tutor campaign generated 25 new leads and grew the database by more than 160 contacts; the broader strategy also showed strong sales impact in another case, where a retailer increased monthly sales by 20% and secured $30,000.

WDIV-TV

John Cook

New Business & Digital Sales Manager