Comcast Advertising Introduces New AI Creative Platform
Comcast Advertising is partnering with Waymark to offer creative production for clients to remove barriers and give advertisers access to premium TV audiences.
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Comcast Advertising, the advertising division of Comcast, has announced a new AI creative platform that gives brands an easy way to build TV-grade ads to reach audiences across the premium TV ecosystem.
This platform is powered by a partnership with Waymark, a pioneer in using artificial intelligence to scale up video production. It enables advertisers to generate creative content more efficiently, without the typical time and cost associated with traditional TV commercial development.
“Making media buying easy and impactful is a core mission across Comcast Advertising’s portfolio,” said Dawn Williamson, Chief Revenue Officer, Media Solutions.
“Thanks to our Waymark partnership, we are excited to extend this mission directly to our Media Solutions offering. Advertisers now have a fast and affordable way to build TV-ready ads for delivery across news, entertainment, live sports, and other premium video destinations.”
TV advertising remains a reliable method for reaching large audiences, but the time and cost of producing commercials often limit brand investment. The new platform addresses this by allowing users to enter a brand’s website, which it scans to generate a commercial.
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Advertisers can then adjust elements such as messaging, graphics, voiceover, and language. It also allows for quick updates to existing ads, enabling seasonal changes or audience-specific variations without starting from scratch.
“Our collaboration with Comcast Advertising’s Media Solutions marks a major leap forward in using AI technology to enhance accessibility and drive the evolution of TV advertising,” said Hayden Gilmer, Vice President of Revenue, Waymark.
“AI is helping advertisers reach new potential, and the ability to create effective, high-quality video ads in minutes is a powerful shift. Combined with access to premium inventory, it gives businesses of all sizes the creative edge they need to compete on TV.”
“The process was insanely easy, and the finished product was better than anything I could have done. The ad that the AI tool put together was great at drawing your attention without going overboard,” said Melissa Cowan, Head of Marketing and Advertising at Metal Roofing Supply in Little Rock, Arkansas.
Waymark was introduced to Comcast through LIFT Labs, a Comcast NBCUniversal program that connects startups with internal teams to explore partnerships aimed at informing strategy and improving operations. This platform is being launched alongside the recent formation of Comcast Advertising’s Media Solutions team.
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