Charter Communications' Spectrum Reach division said it generated $27 million in local advertising revenue over the past year using AI tech provided by startup Waymark.

Also read: Spectrum Reach and Waymark Using AI To Quickly Produce Commercials

The cable giant's local advertising unit said that the tally came from almost 7,000 TV commercials created by Waymark tech for Spectrum Reach clients.

“Since we launched our partnership with Waymark in early 2023, we've seen an incredible impact, with nearly 7,000 commercial projects in 2023 alone and over $27 million in ad campaigns powered by Waymark’s AI-generated video creative," said Michael Guth, senior VP of ad sales marketing for Spectrum Reach.

"Spectrum Reach brings a deep understanding of the advertising landscape and a commitment to innovation," Guth added. "When combined with Waymark's cutting-edge technology, it enables us to offer a solution that is fast, cost-effective and compelling."

Also Read: Waymark Reaches 90% of U.S. DMAs, Prepares to Expand Into Spanish-Language Media (NAB Show 2024)

Detroit-based Waymark's AI tools provide turnkey solutions for small companies to easily produce low-cost local TV commercials in minutes using creative assets they already have. 

For each TV spot created by Waymark's AI tools, Spectrum Reach says it generates an average of $4,000 in local ad revenue.

Waymark describes this as found money, opening local TV advertising to new small-business clients who, until now, didn't have the knowledge base or resources to create TV commercials. 

Waymark VP of revenue Hayden Gilmer said his company's AI tech enables “the potential for new creative technology to make quick, cost-effective and compelling commercials available to every partner, regardless of their size or budget.”

Waymark's tech has now reached 90 U.S. designated marketing areas, with the startup also securing partnerships with E.W. Scripps Company, Fox owned-and-operated TV Stations, Gray Television, Beasley Media Group and Morgan Murphy Media.

Detroit-based Waymark, a startup blending generative AI with video advertising, said Wednesday that it has now entered more than 90% of U.S. Designated Market Areas (DMAs).

Heading into NAB Show 2024 to try to secure even more business, Waymark is also touting new Spanish-language voiceover capabilities into its TV-commercial-making tools, as well as a new plugin that gives its growing list of media company clients the ability to integrate Waymark's advertising solutions into their own platforms.

Waymark makes software tools that allow small businesses to quickly, easily and cost-effectively produce their own TV and radio commercials using their existing creative — anything from photographs of their shop to logos and graphics they've already created for their website.

A demonstration given to Next TV showed how a TV ad for a small independent coffee shop can be produced in just a few minutes, complete with logos, voiceovers, synthesized stock footage and graphical effects.

“We make creativity accessible to every single small local advertiser, and we see that as a huge industry change,” said Waymark CEO Alex Persky-Stern in a call with Next TV. “Right now, in the TV industry, only about a third of advertising is local … So we just see enormous opportunity for broadcasters to activate more local businesses. So we’re just trying to open up those doors for all of our partners in the space.”

Waymark has secured partnerships with some of the  largest media companies in the U.S., including the E.W. Scripps Company, Fox owned-and-operated TV Stations, Spectrum Reach, Gray Television, Beasley Media Group and Morgan Murphy Media.

Waymark has also expanded internationally through partnerships with Australia’s leading broadcaster, Nine, as well as UK-based multimedia publishing company National World PLC.

Waymark’s new Spanish capabilities enable users to create full video ads with on-screen Spanish copy and fluent Spanish voice-overs, including a wide array of regional, synthesized AI accents. Waymark told us more language options will be coming. 

The plugin, meanwhile, is a turnkey solution allowing publishers to integrate Waymark's AI video creator into their own platforms. The plugin is the basis of a recent strategic partnership with Sweden-based DanAds, which provides global publishers and media owners with a fully automated, white-labeled self-serve advertising infrastructure.

Entering NAB, Waymark hopes the new product features only add to its momentum. However, the simple presentation of the coffee shop ad continues to be a powerful sales driver for the company

“From the seller perspective, they walk into that conversation, and can immediately show them this video,” Hayden Gilmer, VP of revenue for Waymark, said. “That changes the sales process completely, because we can have you up and running tomorrow.”

AI TV advertising startup Waymark has added station group E.W. Scripps to its growing list of client wins. 

Scripps will now deploy the technology to its 61 network affiliates in 41 markets. 

Waymark's generative-AI software tool automatically produces TV commercials and voiceovers for clients using already created assets, lowering a key barrier to entry for smaller advertisers looking to reach audiences via broadcast TV. 

The startup's tools have already been deployed by Spectrum Reach, Fox owned-and-operated stations, Gray Television, Beasley Media Group and Morgan Murphy Media.

Also Read: B+C Broadcaster of the Year Adam Symson Keeps Scripps Focused on the Future

“After a successful pilot test program across five of its owned-and-operated stations, we’re thrilled to roll out our gen-AI video platform across all the Scripps stations nationally,” says Waymark CEO Alex Persky-Stern, in a statement. “Waymark’s instant, fully customized commercials, plus Scripps’ wide distribution, will open the door to premium video advertising for millions of businesses that otherwise wouldn’t have had the budget, time or know-how.”

Added Brian Norris, executive VP and chief revenue officer for The E.W. Scripps Company: “Everything we do must be in the best interest of our audiences and our clients and their needs. 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 has signed a deal with Fox to supply its AI-based video-creation technology to 29 Fox owned-and-operated TV stations in 17 U.S. markets. 

Waymark's generative-AI software tool automatically produces TV commercials and voiceovers for clients using already created assets, lowering a key barrier to entry for smaller advertisers looking to reach audiences via broadcast TV. 

The startup's tools have already been deployed by Spectrum Reach, Gray Television, Beasley Media Group and Morgan Murphy Media.

“Video advertising for many has been perceived as expensive and out of reach," said Jason Sirek, VP and general sales manager for Fox-owned KMSP-WFTC Minneapolis-St. Paul, in a statement. "Now, this innovative product gives our local sellers a tool they can add to their arsenal to generate new business in the OTT/CTV and linear space, while helping local businesses better visualize how they can utilize the power of video to tell their story.” 

Next TV witnessed a demonstration of Waymark’s technology at NAB Show in Las Vegas in April. Creating a prototype commercial for a local coffee shop, the artificial intelligence tool was able to scour the internet for the business’s website and any other associated marketing material, creating a serviceable 30-second spot for the coffee shop within minutes that could be sweetened and customized as needed. 

Founded 13 years ago, Waymark has been privately funded with $4.5 million, according to Crunchbase. It markets the tool to clients like Charter Communications and Gray Television with the pitch that it will open up TV advertising to smaller clients who don't have the resources and know-how to create their own commercials. 

Gray Television has become the first major broadcast station group client for Detroit-based Waymark, the maker of a generative-AI software tool that automatically produces TV commercials and voiceovers for clients using already created assets. 

Atlanta-based Gray Television, which operates 113 stations reaching 36% of the U.S., said it will deploy Waymark's solution across its national footprint. Waymark already announced a deal with Charter Communications’s advertising sales arm, Spectrum Reach, earlier this year. 

Next TV witnessed a demonstration of Waymark’s technology at NAB Show in Las Vegas two weeks ago. Creating a prototype commercial for a local coffee shop, the artificial-intelligence tool was able to scour the internet for the business’ website and any other associated marketing material, creating a serviceable 30-second spot for the coffee shop within minutes that could be sweetened and customized as needed. 

Founded 13 years ago, Waymark has been privately funded with $4.5 million, according to Crunchbase. It markets the tool to clients like Gray with the pitch that it will open up TV advertising to smaller clients who don't have the resources and know-how to create their own commercials. 

“Waymark’s easy-to-use platform is helping us bring a bigger focus to video marketing in local markets,” Pat LaPlatney, president and co-CEO of Gray Television, said in a statement. “In return, we’ve been able to produce video at a higher rate and our sales reps have found a great deal of success in utilizing the tool. We’ve already been fortunate to see the benefits of Waymark’s platform throughout our organization nationally.”

Added Wamark CEO Alex Persky-Stern: “We’re thrilled to be rolling out across the nation with Gray Television’s market-leading local broadcast stations. Our AI-video platform is allowing local advertisers the opportunity to create customized, high-quality commercials in record time and at very affordable rates.”

Spectrum Reach, the ad sales arm of Charter Communications, said that it plans to help more than 700 multicultural businesses as part of its Pay It Forward initiative in 2023.

The Pay It Forward program provides free advertising, creative services, mentoring and other resources to local businesses. 

This year’s program kicks off this week in 40 markets in Charter’s footprint.

“Local businesses and entrepreneurs form the backbone of the communities where we live and work,” said Michael Guth, senior VP, marketing at Spectrum Reach. “Simply put, when businesses thrive, so do their communities. The Spectrum Reach ‘Pay it Forward’ program provides opportunity and access to media and marketing expertise that will help them succeed.”

The Pay It Forward program was launched in 2021. Since then, Spectrum Reach has helped more than 2,000 mulitculltural business owners in 36 states with more than $45 million in advertising and services.

In the words of one small business owner who participated in the Pay It Forward program, "people take you serious when they see you on TV."

The free advertising is provided through Spectrum Reach’s self-service ad portal, where businesses can create, plan and schedule their TV and streaming TV campaigns. Spectrum Reach works with Waymark to produce high-quality, ready-to-air commercials with AI-generated voiceovers,

The participating businesses have included local coffee shops and restaurants, daycare facilities and law firms.

Charter Communications’ ad sales unit Spectrum Reach and Waymark are offering to help create free custom marketing videos to businesses and entrepreneurs.

The videos can be used as 30-second commercials that can appear on TV, digital and social media.

“It’s always been a central part of our mission to be our clients’ most trusted and reliable partner,” said David Kline, executive VP, Charter Communications and president, Spectrum Reach. “These are trying times for everyone, but this country is built on the success of local businesses. We want to help these businesses rebound as quickly as possible.”

Spectrum Reach also is offering 20% off to any business that uses their new Waymark commercial to buy their first TV campaign, to help support businesses within its footprint continue to stay top-of-mind with their customers.

The offer runs through May 31.

Waymark’s video platform is suited to help businesses reach their audiences due to its ease of use, customizability, and rapid delivery.

“Every business in America has a message they need to get out right now,” said Nathan Labenz, founder and CEO of Waymark. “It is important to support the entrepreneurship and business community, which is why we are partnering to provide these resources free of charge.”