Sky Media launches new AI-powered creative advertising toolkit to help SMEs onto TV
– Sky Media unveils AI toolkit to make TV advertising accessible for TV-ready SMEs
– Waymark delivers low-cost, instant creative with compliance assistance
– Creative intelligence, targeting & outcomes prediction de-risks TV and boost effectiveness
Sky Media has today launched a new AI-powered creative advertising toolkit designed to help small and medium-size businesses get on TV for the first time, by dramatically reducing the cost, time and complexity of TV ad creation.
The new toolkit provides access to Waymark, an AI creative studio that enables brands to instantly generate TV-ready ads. In seconds, using content from a brand’s own website, Waymark can instantly create 10, 15, or 30-second ads, complete with scripts, built-in compliance and tailored to different audiences or locations.
For more than a decade, Sky Media has helped businesses advertise through AdSmart household-level targeting. This new AI-driven toolkit goes a step further, combining Waymark’s instant creative with Sky Media’s creative intelligence, smart targeting and prediction engine to help SMEs test, refine and launch TV campaigns with speed and confidence.
The AI toolkit also incorporates the Clearcast BCAP approval process, ensuring ads meet TV advertising standards and are ready for formal sign-off. Backed by Comcast NBCUniversal’s LIFT Labs, Waymark has already supported more than 30,000 businesses in the US and helped drive over $400 million in ad revenue.
Sky Media will enhance this offer by combining AI-driven ad creation with creative intelligence, smart targeting, and a prediction engine that estimates campaign outcomes.
Creative Intelligence
In partnership with DAIVID – an AI platform that predicts emotional response to a given creative execution, Sky Media has mapped the emotional profile of 1,500+ creatives, providing benchmarks against category and global norms for emotional response. This will allow SMEs to maximise creative effectiveness through adopting an iterative pre-campaign test and learn approach.
TV Addressability
Once created, ads can be delivered to the brand’s ideal audience using Sky Media’s unmatched scale and targeting ability through both AdSmart from Sky (live TV) and Video on Demand, enabling advertisers to target individual households with precision. This includes:
Geo-targeting at postcode and local authority level
Drive-time targeting for retailers, hospitality, leisure, and service businesses
Deterministic targeting – audiences selected based on verified data (not estimates/models)
Outcome Prediction Engine
The AI toolkit will be further enhanced next month with data from Sky Media’s effectiveness databank ‘Norman’: Drawing on insights from 1,000s of campaigns, Norman will help businesses understand the impact of their TV investment, predicting outcomes based on variables such as brand size, advertiser category and budget. Combined with the creative analytics provided through DAIVID, these unique insights will give businesses confidence and de-risk the transition onto TV.
Steven McHenry, Investment Director of Sky Media said: “TV has always set the standard for attention and trust, but the creative process can feel like a barrier for many smaller businesses. Our new AI-powered toolkit removes that barrier. It allows brands who are new to TV to create cost-effective ads, test and refine them, and launch campaigns with real confidence in their impact.”
Ian Forrester, CEO and founder of creative data provider DAIVID, said: “Sky Media’s new AI creative toolkit is a major step forward in opening up TV advertising to ambitious SMEs ready to harness the power of AI. Waymark’s instant creative, combined with Sky’s addressability, gives brands a powerful way in – and with DAIVID’s predictive emotional intelligence built into the process, those advertisers can be confident their ads will have an impact from day one. We’re proud to partner with Sky and help bring robust, enterprise-level creative effectiveness to businesses who are ready to scale.”
Highlighting the momentum of its collaboration with Waymark, Thomas Bremond, Managing Director, International, Comcast Advertising, said, “Our ongoing partnership with Waymark in the US is giving advertisers a faster, more affordable way to create TV ready ads and distribute them across news, entertainment, live sports, and other premium video environments. In the short time since this capability was introduced to Comcast Advertising clients, thousands of new video creatives have already been produced – many by advertisers new to multiscreen TV.”
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