• The New York Times, Thursday, February 8, 2007 12 PM

Automated ad creation, by you, the local business owner. It's a new idea inspired by the SpotRunner, the online agency that uses an extensive library of commercial stock to help smaller advertisers create and target cheap TV spots.

SpotRunner is no longer alone. Visible Worlds, another stock-creative company offers the capability of changing TV spots just before they air. If, for example, you're an auto dealer and its snowing outside, you can change your commercial to display a car on a snowy road.

"When people say, 'you're commoditizing creative,' well, sure we are," said Jordan Zimmerman, chairman of Zimmerman Advertising, an Omnicom Group stock creative shop from Fort Lauderdale, Fla. His cut-rate spots circumvent the need for traditional ad agencies.

Virtual ad shops also help national advertisers to localize their campaigns. Wendy's, Ford Motor, Coldwell Banker and Warner Independent Pictures are among those national advertisers that have used these services.

Read the whole story at The New York Times »