The Los Angeles Times reported that Web-based ad firm Spot Runner received $51 million in financing from Grupo Televisa and other international media companies. Is this clear evidence that even global advertisers are interested in local online video ads?

The evidence is promising. In addition to Grupo Televisa the largest media company in the Spanish-speaking world new investors include luxury goods maker Groupe Arnault/LVMH, Legg Mason Capital Management and Daily Mail & General Trust.

National companies also use Spot Runner. Coldwell Banker advertises local home listings, and Diamond Trading Co.’s “A Diamond is Forever” campaign promotes local jewelers. The ability to target locally appeals to many larger businesses, including Northcliffe Media, the regional arm of the Daily Mail & General Trust that’s responsible for publishing newspapers and websites across Britain.

Spot Runner said the partnership with Grupo Televisa brings a new category of advertisers into the market. Spot Runner’s relationship with luxury products maker Group Arnault/LVMH will help the company target its advertising and “put the right brands in front of the right customers with the right message.
The new investments bring Spot Runner’s total funding to $111 million. Previous investors include media and advertising giants CBS Corp., WPP and Interpublic Group of Cos., investment bank Allen & Co. and Lachlan Murdoch.

Spot Runner employs approximately 300 people throughout the U.S., Canada, and India, and has already expanded into radio and Internet advertising. It plans to use the money to build technology platforms to help it expand in the U.S. and abroad.

Political campaigns have also jumped on board, the article added. Spot Runner has created local TV ads for dozens of politicians across the US.