Sky Media and creative data provider DAIVID have launched a new AI-powered creative advertising toolkit designed to help small and medium-sized businesses get on TV for the first time, by dramatically reducing the cost, time, and complexity of TV ad creation. 

The new toolkit delivers AI ad creation with creative intelligence, smart targeting, and a prediction engine that estimates campaign outcomes - helping SMEs test, refine, and launch TV campaigns with speed and confidence.

The toolkit’s creative intelligence component, which helps maximise creative effectiveness, has been created in partnership with creative data provider DAIVID. At its core is Waymark, an AI creative studio that can produce TV ads in seconds. By using content from a brand’s website, Waymark can instantly create 10-, 15-, or 30-second ads with scripts and multiple versions tailored to different audiences or locations.

The system also includes the Clearcast BCAP approval process, ensuring every ad meets TV standards and is ready for formal sign-off. Waymark, a Comcast NBCUniversal LIFT Labs portfolio company, has already supported more than 30,000 businesses in the US and helped drive over $400 million in ad revenue.

Creative Intelligence

In partnership with DAIVID, an AI platform that predicts viewers’ emotional responses to a given creative, 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 maximise creative effectiveness through adopting an iterative pre-campaign test and learn approach.

Smart Targeting

Using Sky Media’s unmatched targeting through both AdSmart (live TV) and Video on Demand, advertisers can reach ideal audiences and individual households with precision. This includes:

●  Geo-targeting at postcode and local authority level

●  Drive-time targeting for retailers, hospitality, leisure, and service businesses

●  Deterministic targeting - audiences selected based on verified data (not estimates/models)

Outcome Prediction Engine

This service will be further enhanced next month with data from Sky Media’s effectiveness databank 'Norman': By combining the outcomes data from 1,000s of campaigns, the available insights 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 that 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, said: "Sky Media’s new AI creative toolkit gives SME advertisers the confidence that 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."

Highlighting the momentum of its collaboration with Waymark, Thomas Bremond, managing director, international, Comcast Advertising, said, "Our ongoing partnership with Waymark in the US 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."