Spot runner takes full service approach, looks to build sales staff

In add-on to getting Web selling firm Weblistic, Spot smuggler aims to expand its sales force to go after more local advertisers. The sec acquisition made this year by Spot smuggler, Webilistic will add hunt marketing and other online lead coevals offerings to the company's local TV ad targeting and media purchasing business.

"evidently online is an important tool for local businesses...Our client have been request us to supply this service to them for some calendar month now," said Spot smuggler co-founder David Waxman.

Local advertisers, be they subject chains quest localized electronic messaging and targeting or small mom-and-pop operations, often use ad to generate new client leads. Webilistic's technology, built by developers of YellowPages.com's platform, brings lead coevals and measuring to the mix of ad options Spot smuggler is edifice. Webilistic offering search engine marketing, hunt engine optimisation, and online directory direction, along with Web video production, which has become a focus for Spot smuggler.

"It's truly about lead coevals" through hunt advertising and optimisation, said Waxman.

As part of its missionary post to good serve local advertisers, Spot smuggler plans to expand its sales staff, just broadened through the Webilistic acquisition. "We will be sharply growing the sales force. We'll start the growing immediately," said Waxman, who would not reveal how many salespeople the company expects to hire.

although originally created as a Web-based platform for creating and placing local TV spots, the firm is ramification out into Web video production. In Jan, it purchased GlobeShooter, a company that pairs local filmmakers and manufacturer with advertisers seeking professionally-produced, customized Web videos. Spot smuggler already offering stock photograph and ads to advertisers seeking a less-pricey service.

The Webilistic integration will start instantly. The firm and its electric current staff will remain in John C. Fremont, CA, and no executive director changes are planned, according to Waxman. Weblistic CEO Ketan Shah will head up product, technology, and operations for Spot Runner's online marketing services.

"Spot Runner is repositioning itself as a 360-degree marketing promotions company. This is what they're aspiring to," said Peter Krasilovsky, principal of local media consulting firm Krasilovsky Consulting and program director, Marketplaces for The Kelsey Group.

As the local Web advertising sector grows, local media firms including yellow pages directory publishers and local guide sites have begun offering video ad services to clients. Firms including Yellow Book USA, Idearc Media's IYP provider Superpages.com, and IAC/InterActiveCorp's Citysearch have introduced video ad products through partnerships with local video firms including TurnHere and Denver Multimedia.

In developing video offerings, these companies are "betting that local businesses will spend a lot on video, and we don't know the answer to that," said Krasilovsky.

For Spot Runner, the goal is to offer an array of complementary ad services that, when combined, are more effective and measurable than cable TV, radio, and Web ads alone. "From day one, we've said internally that we are media agnostic," Waxman told ClickZ News. "Video is an incredibly important part of that, but we also need to make sure that we're maximizing all channels that can be successful for our customers."

Search marketing services enabled through the Webilistic acquisition will be the main products supplementing Spot Runner's TV and Web video offerings. "The power of television combined with SEM is hugely valuable; the sum is greater than its parts," said Waxman.