Sky Media is set to launch an AI-powered ad creation tool aimed at enabling small and medium sized businesses to create TV-ready advertising.
The suite of tools, called Waymark, gives businesses access to an AI creative studio that can generate ad content from information from their website.
The AI tool reportedly combines Sky Media’s own creative intelligence with its own creative intelligence, including targeting and predictive tools.
SMBs will be able to create 10, 15 and 30 seconds long ads, with ad compliance rules built into the tool through integration of the Clearcast BCAP approval process.
Sky Media said that it plans to use data from its databank Norman, to draw on insights from thousands of campaigns, to bolster the offering.
Democratising TV Advertising
Channel 4 and ITV have also created self-serve advertising tools and services, both powered by Magnite’s Streamr.ai.
Last year, Channel 4 created a similar offering for small businesses with its Smart Ad Engine to encourage businesses who wouldn’t usually consider TV advertising to advertise.
ITV launched its own GenAI ad creation service for SMBs with similar incentives to widen its advertiser pool.
“TV has always set the standard for attention and trust, but the creative process can feel like a barrier for many smaller businesses,” said Steven McHenry, Investment Director of Sky Media.
This similar move from major broadcasters marks the growing trend of GenAI tools democratising ad creation and distribution.
