NEW YORK Local ad platform provider Spot Runner has enhanced its creative capabilities with the acquisition of GlobeShooter, a six-month-old start-up network of production professionals.
With the acquisition, Spot Runner is forming a production unit designed to bolster its abilities to create low-cost commercials. GlobeShooter's network has 1,200 producers, videographers and production professionals nationwide who can be dispatched to shoot video on location.
Those segments can be combined with Spot Runner's library of thousands of pre-made commercials. Spot Runner said it gives customers the ability to create a TV-quality spot for as little as $500. The company's system includes an online media-planning tool for buying low-priced, targeted local TV ad inventory. It is also branching into Internet video.
The addition of a production network gives Spot Runner advertisers more options for changing the creative content in spots, because GlobeShooter's network allows local businesses to add location footage, customer and owner testimonials and other customized features. For example, a real-estate agent would be able to obtain footage of area homes for use in commercials.
GlobeShooter founder Simon Foster will join Spot Runner and head up the production network.
Financial details of the transaction were not disclosed.
David Waxman, vp, creative services and marketing and co-founder of Spot Runner, said customer demand drove the acquisition: "Sometimes the pre-produced ads are suitable enough and customized enough, but sometimes people feel like they need a little more."
Spot Runner said it would keep the creative up to snuff by requiring participants in the network to apply, selecting applicants based on their experience, professional qualifications and prior output. Though the department would be able to do everything up to creating entirely original spots, the goal is to costs as low as possible without sacrificing quality, he said.
"We try to stay extremely competitive and lean in the cost we apply to creative so the bulk of cost can go to media," he said.
Spot Runner is not alone in trying to provide advertisers with low-priced creative options. XLNTAds.com and TurnHere have both assembled networks of filmmakers to craft short videos for advertisers. Amsterdam, the Netherlands-based Spotzer recently launched operations in the U.S. with a similar business model for producing low-priced ads.