Sky Media launches AI creative toolkit to get SMEs on TV - fast
Sky Media has introduced an AI-powered toolkit that trims the time, cost, and friction of getting TV-ready ads live. It's built for small and mid-sized brands that want TV impact without the usual production overhead.
How it works
At the core is Waymark - an AI studio that spins up 10, 15, or 30-second ads in seconds using content from your website. It writes scripts, builds visuals, and lets you refine by audience or location. Compliance support is baked in, so you're not guessing at the last mile.
Creation plugged straight into delivery
The toolkit ties ad creation into Sky Media's addressable distribution and measurement stack, extending AdSmart's household-level targeting. You get instant creative, targeting, and a prediction layer in one flow, so you can test, iterate, and launch with fewer moving parts.
Clearcast's BCAP approval process is integrated into the workflow, giving you a smoother path to formal sign-off for broadcast standards. If you need a refresher on the UK broadcast ad rules, check the BCAP Code from the ASA here: asa.org.uk.
Creative intelligence: test it before you air it
Sky's "Creative Intelligence" piece comes via DAIVID, an AI platform that predicts emotional response. Sky has mapped emotional profiles for 1,500+ creatives to set category and global benchmarks. That means smaller teams can run a tight test-and-learn loop before spend hits the screen.
Targeting options built for local and performance
- Geo-targeting down to postcode and local authority.
- Drive-time targeting for sectors like retail and hospitality.
- Deterministic targeting based on verified data (not modelled guesses).
Proof and pipeline
Waymark, backed by Comcast NBCUniversal's LIFT Labs, has already helped 30,000+ US businesses produce ads and driven more than $400m in ad revenue. Sky is pairing that speed with addressability and measurement to make TV more accessible for first-time advertisers.
Next month, Sky plans to add an Outcome Prediction Engine using its effectiveness databank, Norman, built on results from thousands of campaigns. You'll be able to forecast outcomes by category, brand size, and budget - combined with DAIVID's creative analytics to reduce risk before you book airtime.
What leaders are saying
Steven McHenry, Investment Director at Sky Media: TV earns attention and trust, but the creative process can feel like a barrier. This toolkit lowers that barrier so new-to-TV brands can create, test, and launch with confidence.
Ian Forrester, CEO and founder of DAIVID: Pairing instant creative with addressability gives SMEs a practical way in, and predictive emotional analytics helps ensure the work lands from day one.
Thomas Bremond, Managing Director, International, Comcast Advertising: In the US, the Waymark partnership has already produced thousands of new video ads, many from advertisers new to multiscreen TV.
For creatives: a quick playbook
- Audit your website assets - clarity, product benefits, brand voice. That's the input Waymark pulls from.
- Decide on formats (10/15/30). Short for frequency, 30 for storytelling or complex offers.
- Define audiences and locations upfront to speed tailoring.
- Edit AI scripts for tone, pacing, and distinctive brand moments (mnemonics, supers, sonic logo).
- Run DAIVID pre-tests, compare to category benchmarks, then tweak for stronger emotional peaks.
- Spin 2-3 variants aimed at different segments or regions; keep the offer and CTAs crystal clear.
- Use AdSmart targeting to match intent: postcode + drive-time for local footfall; deterministic data for precision.
- Set success metrics before launch (reach, visits, CPA, store uplift) and validate with Norman's predictions.
- Ship fast, learn from week-one results, and iterate the creative while the campaign runs.
Why this matters
For lean creative teams, this closes the gap between idea and airdate. You get speed, compliance, emotional diagnostics, and addressable distribution without stitching together five vendors.
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