A new Los Angeles company is making television advertising affordable for small-budget marketers. Called Spot Runner, the company offers advertisers ready-made ads that can be customized to fit their
market and their message. Brad Kiser, owner of a small business called The Barking Lot that offers dog care services, tried it and liked it -- a lot. For two weeks in November, Kriser ran 30-second
ads 144 times on networks including ABC Family, Lifetime, and Animal Planet, all in his local market. In the three weeks during and immediately after his campaign, calls to The Barking Lot were up
20% to 30%. Kriser received a discount for participating in Spot Runner's pilot program, but without it, the ads would have cost him $1,700. Spot Runner maintains an online library of thousands of
industry-specific 30-second spots that can be customized with a client's own narration, contact information, and logo for $350 to $500. Prices include limited-time exclusivity to keep competitors from
running the same commercial in the same market. Extended exclusivity periods are available for a fee.
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