Spectrum Reach Extends the Power of TV Advertising

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Spectrum Reach, the ad sales business unit of Charter Communications, and video creator Waymark introduced an AI-powered platform last month that lets businesses produce TV advertising with AI-generated voiceover in five minutes or less.

Users can choose among 11 AI voices with different vocal timbres, deliveries, energies, and speeds. For example, a small neighborhood coffee shop can pull online reviews and images to create an authentic 15-second ad with or without a voiceover.

The idea is that any small business can quickly craft a local TV ad that the business can then use to promote their company. But while making a local TV ad typically costs between $2,000 and $7,000, the most a single ad costs on Waymark’s system is $125, and they run at lengths of 30, 15, and 6 seconds. Those costs refer to production only and don’t include media buys.

“We believe that all businesses should be able to tap into the power of TV advertising,” said Michael Guth, senior vice president of marketing, Spectrum Reach, in a written statement. “The introduction of the new AI voiceover platform with Waymark underscores our commitment to constantly seek new innovation, products, and partnerships that will better position businesses for growth and success.”

Spectrum Reach offers a few different plans and packages that are targeted towards different customer segments: small businesses, broadcast organizations, and marketing agencies. The videos can be formatted for TV or the web. Hayden Gilmer, VP of sales for Waymark, said the system accommodates all formats, including CTV, OTT and broadcasts. Most current customers are large broadcast companies that use it to make spec videos, but the technology can be used to make TV ads for businesses with a local presence.

“We’re verifying the website; we’re verifying their social channels and things like that,” Gilmer said. “We also put a little bit of the onus on the end user when they finalize the video to go to production, certifying that they do have the right to use the content that is being chosen for the videos. But essentially, we’re pulling assets that are hosted by this brand already.”

Gilmer said he’s unaware of anyone else currently offering what Waymark offers. “There’s a few other text video players that are in this space,” he said. “I think a lot of them rely on stock footage as opposed to pulling assets from the business and things like that.” Waymark does have a self-service option on its website, but it is not the company’s main focus.

Todd Wasserman is a veteran journalist who has been writing professionally for more than 25 years. He was Mashable’s marketing editor and before that was the editor-in-chief of Adweek’s Brandweek.
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