Both the original and Spot Runner’s responses are true. The original statements regarding the lack of flexibility, buying specific programming, providing pre-logs is true of the vast majority of Spot Runner buys, and all of the self-serve site buys. On the the other hand, Spot Runner can provide all of the above, but currently is doing so only for larger advertisers. While the planning is somewhat automated, the buying is still done just like any other agency might handle it, with emails, phone calls, and hands on negotiation. Only a small number of Spot Runner clients will ever talk to a media person (much less work closely with them)- again, those with large budgets. Spot Runner has fewer than 5 full time media planners and hundreds of clients, personal attention with that ratio is just not feasible. It’s also worth noting that there is only 1 full time planner at a level sufficiently senior to interact with clients. Obviously, to provide this level of service, requesting specific avails, negotiating rates, providing pre-logs, cannot be profitably provided on the vast majority of small cable buys where the spend is under $25,000/market. Additionally, the majority of Spot Runner’s experience with national buys is Direct Response - which by definition tends to be broad rotations. It’s also worth noting that while small client’s get excellent creative at very affordable prices, they more than pay for it with Spot Runner’s full 15% commission structure, with additional mark ups more common than not. At it’s heart, Spot Runner is a technology company, staffed and run by people with strong technology backgrounds. Media, and particularly TV media expertise is not what they are known for. The sheer volume of spots that need to be processed prohibits buyers from exercising the negotiation expertise they may have done before joining Spot Runner.Larger advertisers which could easily go to a traditional agency where they’d get hands on media attention and more reasonable commissions find themselves stuck after paying Spot Runner thousands for custom creative. As far as their ability to do custom creative, check out the StubHub custom ad from a live shoot. 30 seconds and it’s clear what they are and are not capable of. As for running political ads, the lone individual hired to pursue political clients was among those let go as business in that sector has not materialized to a level that would support even that level of staffing support. Political advertisers seem to have found that they are better served going with an agency known for it’s political expertise in media, as direct response tend to go to agencies that specialize in that area and entertainment to agencies with a history of success in that category. Few of Spot Runner’s forays in these areas have resulted in the client coming back for a second try.
Both the original and Spot
Both the original and Spot Runner’s responses are true. The original statements regarding the lack of flexibility, buying specific programming, providing pre-logs is true of the vast majority of Spot Runner buys, and all of the self-serve site buys. On the the other hand, Spot Runner can provide all of the above, but currently is doing so only for larger advertisers. While the planning is somewhat automated, the buying is still done just like any other agency might handle it, with emails, phone calls, and hands on negotiation. Only a small number of Spot Runner clients will ever talk to a media person (much less work closely with them)- again, those with large budgets. Spot Runner has fewer than 5 full time media planners and hundreds of clients, personal attention with that ratio is just not feasible. It’s also worth noting that there is only 1 full time planner at a level sufficiently senior to interact with clients. Obviously, to provide this level of service, requesting specific avails, negotiating rates, providing pre-logs, cannot be profitably provided on the vast majority of small cable buys where the spend is under $25,000/market. Additionally, the majority of Spot Runner’s experience with national buys is Direct Response - which by definition tends to be broad rotations. It’s also worth noting that while small client’s get excellent creative at very affordable prices, they more than pay for it with Spot Runner’s full 15% commission structure, with additional mark ups more common than not. At it’s heart, Spot Runner is a technology company, staffed and run by people with strong technology backgrounds. Media, and particularly TV media expertise is not what they are known for. The sheer volume of spots that need to be processed prohibits buyers from exercising the negotiation expertise they may have done before joining Spot Runner.Larger advertisers which could easily go to a traditional agency where they’d get hands on media attention and more reasonable commissions find themselves stuck after paying Spot Runner thousands for custom creative. As far as their ability to do custom creative, check out the StubHub custom ad from a live shoot. 30 seconds and it’s clear what they are and are not capable of. As for running political ads, the lone individual hired to pursue political clients was among those let go as business in that sector has not materialized to a level that would support even that level of staffing support. Political advertisers seem to have found that they are better served going with an agency known for it’s political expertise in media, as direct response tend to go to agencies that specialize in that area and entertainment to agencies with a history of success in that category. Few of Spot Runner’s forays in these areas have resulted in the client coming back for a second try.