• CNNMoney.com, Friday, April 20, 2007 11:15 AM

TV commercials are always easy to make and can be might expensive, especially for small businesses. But a couple of startups are making it cheaper and more efficient for companies that don't have a lot of cash to throw around. One company in this burgeoning market is Spot Runner, which has the backing of firms like Interpublic, WPP and CBS, all of which have invested in it.

A more recent entry is Amsterdam-based Spotzer. Both have libraries of pre-produced commercials available for customization and will also help clients with media buying and planning. Andrew Klein, founder of Spotzer, has a financial-services background and thinks the ad-buying process is much like the brokerage business; it needs to be treated more like a commodity.

"There are enormous similarities between financial services and media," Klein says. "Media is becoming commoditized in a way that media companies don't like to recognize. But the ad-buying business should become more about electronic connectivity and brokering."

Read the whole story at CNNMoney.com »