Traditional media companies in the U.S. have been transitioning from reliance on traditional revenue sources to greater emphasis on digital. Approaches and strategies vary by company and media, but white labeling has proven common and a successful tactic.

Gray and Heartland TV are currently working with Traffic Builders, a digital marketing agency that offers white-label solutions, to provide local advertisers an array of digital services (web development, SEO, listings management, PPC, etc.). Traffic Builders is helping these local TV providers sell digital in over 60 U.S. markets.

Gray is leveraging Traffic Builders for its SMB digital unit called “LocalX,” and Heartland is doing something very similar through its “PulseLocal” division. A new LSA member, I spoke with Traffic Builders CEO Tim Burke to learn more about how the company is helping TV broadcasters diversify revenues via the company’s white-label solutions.

Currently there are about 550 sellers of products offered by Traffic Builders, which is 100% white-labeled. According to Burke, these sales people have historically sold TV first and digital second. Over the last few months, however, there has been an increased awareness of the importance of digital marketing. He said this is a recent development, suggesting digital demand continues to rise among SMBs.

Multiple small business surveys indicate high demand and budget shifting toward digital.

TV ads often direct consumers to a website or social media channel. Burke was finding that many of these advertisers were directing viewers to a poor website experience, resulting in lost leads and missed opportunities.

“Television is such a great way to bring awareness to a product or business,” said Burke. “Having an aligned digital team to work with gives our television stations full funnel sales solutions and helps them enhance their client relationships.”

Traffic Builders provides each client with a customized needs analysis to determine the digital opportunities and challenges the business faces. Burke said the company provides transparency throughout the entire process, never selling a product an advertiser doesn’t need and continually optimizing the strategy along the way.

Companies that specialize in digital and offer white-label solutions, like Traffic Builders, are benefiting from the transformation taking place as traditional media look to diversify revenues. These organizations have the local sales assets but often lack the technology to fulfill against the full range of digital requirements. That’s why relationships such as this are increasingly common, with most traditional media sellers working with between one and four digital technology partners.