AI Startup Waymark Develops Platform to Create TV Ad Spots in Minutes, Sets Broad Pact with Scripps Co. Stations
09.01.2024 - 22:07
/ variety.com
Cynthia Littleton Business Editor As Hollywood tries to get its arms around the potential uses of generative AI, a Detroit-based tech firm has quietly spent the past few years building a video AI platform that can create ready-to-air TV commercials in a matter of minutes. Waymark has signed a broad pact with E.W. Scripps Co.
stations to roll out the ad-creation technology across the group’s 61 TV stations. The partners did a test run last year with five stations that spurred Scripps to sign a larger deal with Waymark, headed by CEO Alex Persky-Stern. Scripps emphasized that the AI tools will not be employed by journalists working in its local newsrooms around the country.
“Everything we do must be in the best interest of our audiences and our clients and their needs,” said Brian Norris, exec VP and chief revenue officer for E.W. Scripps Company. “The rapid and dramatic advancements in technology allow us to service clients in real time.
We aim to be nimble, move quickly and help brands reach audiences to scale beyond social media origins.” Waymark is already in business with Fox TV Stations, Charter’s Spectrum Reach, Gray Television, Beasley Media Group, Morgan Murphy Media and Nine Network in Australia – all of which are already running AI-produced spots. Waymark’s generative AI platform has been crafted by seasoned production pros to deliver basic advertisements with simple plain-language instructions. A key goal is for station owners to target small businesses that would not otherwise be able to afford the $15,000-$30,000 cost of filming even a rudimentary 30-second spot.
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