Sky Media has unveiled a new AI-driven creative advertising toolkit aimed at assisting small and medium-sized enterprises (SMEs) in launching their first television campaigns. By significantly reducing the cost, time, and complexity associated with TV ad creation, this initiative seeks to democratize access to television advertising for businesses that may have previously been deterred.
The toolkit leverages Waymark, an AI creative studio that allows brands to generate TV-ready advertisements in mere seconds. By utilizing content from a brand’s website, Waymark can produce 10, 15, or 30-second ads, complete with scripts and built-in compliance tailored to various audiences and locations.
For over a decade, Sky Media has enabled businesses to advertise through AdSmart, which focuses on household-level targeting. The new AI toolkit enhances this offering by integrating Waymark’s rapid creative capabilities with Sky Media’s creative intelligence, smart targeting, and a prediction engine. This combination enables SMEs to test, refine, and launch their TV campaigns more efficiently, instilling confidence in their impact.
Importantly, the AI toolkit includes the Clearcast BCAP approval process, ensuring that all advertisements comply with broadcasting standards and are ready for formal sign-off. Supported by Comcast NBCUniversal’s LIFT Labs, Waymark has already aided more than 30,000 businesses in the U.S., driving over $400 million in advertising revenue.
Sky Media aims to further enrich this offering by pairing AI-generated ads with data-driven insights. In collaboration with DAIVID, an AI platform that predicts emotional responses to creative content, Sky has analyzed the emotional profiles of over 1,500 creatives. This analysis provides benchmarks against industry and global norms, enabling SMEs to maximize the effectiveness of their advertising through an iterative pre-campaign testing approach.
Once created, the advertisements can be strategically delivered to the ideal audience utilizing Sky Media’s extensive targeting capabilities through both live television and Video on Demand (VoD) platforms. Advertisers can engage in precise targeting, which includes geo-targeting at the postcode and local authority level, drive-time targeting for specific sectors, and deterministic targeting based on verified data rather than estimates.
The toolkit’s functionalities will be bolstered in February with the integration of Sky Media’s effectiveness databank, known as ‘Norman.’ Drawing insights from thousands of previous campaigns, Norman will assist businesses in understanding the impact of their TV investments by predicting outcomes based on various factors, including brand size, advertiser category, and budget. Combined with DAIVID’s creative analytics, these insights will help businesses navigate the transition to TV advertising with greater assurance.
Steven McHenry, Investment Director of Sky Media, stated, “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 DAIVID, remarked, “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 that are ready to scale.”
Thomas Bremond, Managing Director, International, Comcast Advertising, highlighted the collaboration with Waymark, stating, “Our ongoing partnership with Waymark in the U.S. 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.”
This new initiative by Sky Media emphasizes the growing trend of integrating artificial intelligence into advertising, allowing a wider range of businesses to capitalize on the impactful medium of TV. As the landscape of advertising continues to evolve, the effective use of AI tools may prove pivotal in shaping the future of SME marketing strategies.
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