In a competitive marketplace, differentiating yourself is often a matter of finding new and innovative ways to stand out from the crowd. Television advertising has always been attractive because of its far ranging reach, but up until now it has been financially unfeasible for most small companies.


Spot Runner aims to change that. It makes is easy and affordable for any business, real estate professionals included.

The site wraps up in a nice Web 2.0 interface commercial production, media planning and media buying services. You choose your industry, select and customize an ad from the library of preproduced spots, which range from the humorous to the saccharine.

You can watch one of their sample ads here:


Spot Runner's engine even creates a customized media plan for you based on your budget and target demographic, potentially saving you thousands of dollars on pricy ad agency fees .

Earlier this year, Spot Runner announced a partnership with Cendant – giving preferred pricing to thousands of Coldwell Banker and Century 21 agents.

While I'm impressed with Spot Runner's user interface and I admire the fact that the site is trying to blow open another very closed-door industry (i.e., advertising agencies), my gut feeling on this is that it's too little too late. I believe that in a TiVo universe, television advertising is increasingly irrelevant. That even as it is commoditized, most marketers on a limited budget are better off spending their dollars elsewhere.

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