INNOBLOG

In January we wrote about an online product that we felt had the makings of a disruptive product. The product is Spot Runner ? an online site and engine that enables businesses to customize stock video ads and run them on cable TV for a cost as low as $500.

Fast Company profiled the company in their April issue. The article reminded us of some of the reasons why we like Spot Runner's solution

1) It competes against nonconsumption: the local dog groomer was previously restricted from advertising on TV because it was too expensive, complicated and time consuming and is delighted to have the ability to do so now

2) It is "good enough": the canned stock video does not match the quality standards of a consumer packaged goods company but it is "good enough" for small businesses including IT repair shops and flower shops

3) It targets a customer, market, and technology that competitors in this case traditional ad agencies are happy to ignore: This is best represented in a quote in the Fast Company article from a VP of Media Planning saying "I'm a million times smarter than that that - computer! You can't replace gut instinct. That comes from experience."

People sweeping the idea of Spot Runner under the rug may do well to look at the dollars Google has made with their... their... computers!