Local Video Ads Battle: YellowPages.com Taps TurnHere, Spot Runner Gets 1200 TV Producers
Who are the biggest winners in the latest Internet fueled business model disruption? Independent filmmakers and videographers. YouTube may not be a big money maker for Google, but it has spurred the money making ambitions of unsung video creators and the monied interests that seek to leverage their low-cost video production skills.
On the local video advertising battlefield, ambitious players TurnHere and Spot Runner not only duke it out for lucrative video production and distribution contracts, but fight for the highest quality, most prolific independent video producers as well.
TurnHere has built its 3200 member “Filmmakers Network” from the ground up, Spot Runner has fueled its ”Production Network” with the absorbtion of GlobeShooter, a 1200-person strong group of local video professionals.
TurnHere leverages its base of independent video creatives for a variety of vertical applications–travel, publishing, local directories–while Spot Runner has its roots in a core local advertising message.
SpotRunner CEO Nick Grouff: “The acquisition of GlobeShooter is a natural extension of our strategy to be a central resource for local businesses’ broad spectrum of advertising needs.”
TurnHere “has established a strong foothold in the directory and local markets,” said John McWeeny, Business Development, TurnHere, in announcing a video production agreement with YellowPages.com this week, on the heels of its non-exclusive vendor agreement with Superpages.com, announced last month. TurnHere has been supplying video production services to Citysearch since last May.
Why such local business interest in videos?
According to Matt Crowley, CMO, Yellowpages.com, “Advertisers recognize that video can play a key role in delivering a unique and memorable message that engages the consumer and influences action.”
TurnHere’s McWeeny offers: “We continue to see rising industry demand as small merchants embrace online video as a platform to attract new customers and drive businesss growth.”
Citysearch itself, however, is more nuanced in evaluating video traction among merchants online. In November, President Jay Herratti spoke of the need to lower cost of video entry for advertisers in order to spur greater adoption, while keynoting at the Kelsey conference in Los Angeles.
The local video battle for advertisers and production contracts is NOT solely an online one. The Spot Runner founding claim to fame is ”the first Internet-based ad agency that makes it easy and affordable for local businesses to advertise on TV.” Nevertheless, GlobeShooter’s video producers serve to “expand the company’s ability to offer highly customized ads for both TV and the Internet.”
The TurnHere founding Internet message was Web-centric, offering “studio quality Internet adverising and Web distribution for building online traffic.” TurnHere is now poised to leverage good old fashioned television as well, however.
When I spoke with TurnHere CEO Brad Inman about the Yellowpages.com online video deal this week, he began by underscoring how TurnHere is key to bringing “television quality advertising” and television like distribution to the reach of local merchants. What’s more, the TurnHere video product is “more micro-targeted than cable television.”
Inman also hailed the television worthy work of the TurnHere “Filmmakers Network.” Will videos by TurnHere soon be playing then on a TV near you? Stay tuned!
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