{"id":17920,"date":"2023-10-18T16:16:19","date_gmt":"2023-10-18T16:16:19","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/can-ai-make-tv-advertising-faster-and-less-expensive\/"},"modified":"2023-10-18T16:16:20","modified_gmt":"2023-10-18T16:16:20","slug":"can-ai-make-tv-advertising-faster-and-less-expensive","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=17920","title":{"rendered":"Can AI make TV advertising faster and less expensive?"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">AI has been a hot topic in 2023, with tech titans racing to capitalize on interest in ChatGPT and roll out their own AI-powered platforms (we\u2019re looking at you, Google Bard and Adobe Firefly).<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">The TV business wants to get in on the excitement, too, and there\u2019s at least one company trying to use AI to make it easier for advertisers to spend on TV. Meet Waymark, a startup that debuted in 2017 and has, according to Crunchbase, raised $4.6 million in funding since its inception. The company\u2019s premise? Using AI to help smaller advertisers quickly create lower-cost commercials.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">The startup, which has had a yearslong deal with Spectrum, more recently partnered with Fox Corp. in a bid to make it easier for small businesses in local markets to advertise on TV.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cWe\u2019ve had a great opportunity and luck with working with these large platforms that already have these relationships with the smaller businesses,\u201d Alex Persky-Stern, Waymark\u2019s CEO, told Marketing Brew. \u201cIt\u2019s a really great partnership to pair technology that we\u2019ve been able to put together with the relationships and distribution that some of these large partners have.\u201d<\/p>\n<h2 class=\"dist__StyledText-sc-630f0a6f-12 isOquW\">Crunching the numbers<\/h2>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Waymark\u2019s AI technology, which uses a variety of non-language models as well as ChatGPT, can pull information from a company\u2019s website and its social presence, including its logo and color palette, Persky-Stern told us. From there, he said, Waymark\u2019s technology can generate \u201ccustom visual styles that will match your business.\u201d Companies can also provide instructions outlining what they want the content of the video to be.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-6c5f8bb2-1 ejIYkL\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-630f0a6f-12 klywaN inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-630f0a6f-12 djCKmk inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Companies using the platform can tweak the video by editing text, changing color schemes, and adding other AI-generated elements like voiceovers (Persky-Stern compared it to editing a page on Squarespace). As AI technology improves, Waymark\u2019s AI-generated videos are improving along with it, Persky-Stern said.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cEvery month or certainly every three months, we feel like there\u2019s a meaningful improvement in both the underlying technology and the videos that we\u2019re able to produce,\u201d he said.<\/p>\n<h2 class=\"dist__StyledText-sc-630f0a6f-12 isOquW\">It takes a village<\/h2>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">The company\u2019s technology has already been used quite a bit. Persky-Stern said that hundreds of thousands of videos have already been created on the company\u2019s platform. Overall, he said, some Waymark users have reported a 94% decrease in the amount of time it would take to create a similar video without the tech.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Partnerships with TV networks have expanded the use of Waymark\u2019s technology. The company recently inked a deal with Fox Corp. where Fox distributed the technology to smaller advertisers to help them create TV ads. Waymark and Spectrum Reach, which have been in partnership for longer, recently rolled out the tech to advertisers in 91 markets. Waymark\u2019s other partners include Gray Television, Beasley Media Group, and Morgan Murphy Media, according to Variety.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Waymark\u2019s future plans include making its tech available directly inside of ad platforms small businesses already use so that they can \u201ccreate video where they\u2019re already familiar working,\u201d Persky-Stern said.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cFundamentally, our goal is to make creative accessible to every small business out there,\u201d he said.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/10\/18\/can-ai-make-tv-advertising-faster-and-less-expensive?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>AI has been a hot topic in 2023, with tech titans racing to capitalize on interest in ChatGPT and roll out their own AI-powered platforms (we\u2019re looking at you, Google Bard and Adobe Firefly). The TV business wants to get in on the excitement, too, and there\u2019s at least one company trying to use AI [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":17921,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-17920","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Can AI make TV advertising faster and less expensive? | Brandiary<\/title>\n<meta name=\"description\" content=\"AI has been a hot topic in 2023, with tech titans racing to capitalize on interest in ChatGPT and roll out their own AI-powered platforms (we\u2019re looking\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=17920\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Can AI make TV advertising faster and less expensive? 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