Sky Media has 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.
The AI toolkit also incorporates the Clearcast BCAP approval process, ensuring ads meet TV advertising standards and are ready for formal sign-off.
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 adopt an iterative pre-campaign test and learn approach.
Once created, ads can be delivered to the brand’s ideal audience using Sky Media’s scale and targeting ability through both AdSmart from Sky (live TV) and Video on Demand, enabling advertisers to target individual households with precision.
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, commented: ”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.”
