JWT has partnered with Spot Runner to use its ad platform for local advertising by national clients.
WPP Group's JWT has become the first national agency to partner with the recently launched, self-described "first Internet-based ad agency," which has created a semi-automated Google-like system for creating and placing TV spots, reports AdWeek. JWT is offering Spot Runner to its clients; two unnamed national clients will run localized ads via Spot Runner this fall.
The service lets companies add their business information and splice in products into pre-shot spots; the ad system also helps purchase targeted remnant TV inventory. The service enables advertising within emerging video platforms, including online video, video-on-demand and IPTV.
"We're very cognizant that other media will emerge that will be complementary to TV," Marian Salzman, chief marketing officer at JWT is quoted as saying.