ITV's AI-Generated Ad Service Helps New-to-TV Brands Affordably Reach More Audiences
Laura McQuarrie — September 24, 2024 — Tech
References: itv & marketingweek
Targeting small and medium-sized enterprises (SMEs,) ITV launched an AI-generated ad service to make TV advertising more accessible for small businesses. “Too often the cost of making an ad is a barrier for brands looking to breakthrough and test TV,” said ITV’s business development director Jason Spencer.
This affordable service for new-to-TV brands uses licensed generative AI tools for image and video creation and ITV’s professional voiceover artists. The GenAI project is launching with an ad for Sheepbridge Interiors, a Northern Ireland-based furniture store, and Travel House, a Swansea-based travel company—and it's the first time both companies have advertised on TV because cost and quality were out of reach. Going forward, ITV's game-changing GenAI creative production service will be open to all new SME advertisers.
This affordable service for new-to-TV brands uses licensed generative AI tools for image and video creation and ITV’s professional voiceover artists. The GenAI project is launching with an ad for Sheepbridge Interiors, a Northern Ireland-based furniture store, and Travel House, a Swansea-based travel company—and it's the first time both companies have advertised on TV because cost and quality were out of reach. Going forward, ITV's game-changing GenAI creative production service will be open to all new SME advertisers.
Trend Themes
1. Affordable TV Advertising - The introduction of cost-effective AI-generated TV ads is leveling the playing field for small businesses that previously couldn't afford traditional advertising.
2. AI-powered Content Creation - Generative AI tools are revolutionizing content creation by enabling the production of high-quality ads at a fraction of traditional costs.
3. Democratization of Media - AI-driven services are democratizing access to media and advertising, making it possible for small enterprises to reach broader audiences.
Industry Implications
1. Advertising Technology - Emerging AI solutions in the ad-tech industry are transforming how advertisements are created and scaled for different business sizes.
2. Small Business Services - Services tailored for small businesses are evolving, with AI offering new possibilities in marketing and outreach.
3. Media and Broadcasting - The integration of AI in media and broadcasting is redefining content production and accessibility for diverse advertiser segments.
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