Bringing TV to the SMB Market
The Goal
Bring TV advertising to every business.
TV drives some of the best results in advertising. As of 2021, TV ad spending in the U.S. amounted to 66 billion U.S. dollars. However, this landscape has been dominated by large brands with bigger budgets for decades.
Spectrum Reach has been working to change that.
They’ve partnered with local businesses across 91 markets, and found ways to make cable advertising more targeted, trackable and affordable for them. Despite this progress, they discovered that actually producing advertising creative remained a huge barrier for many small business owners. Together, Spectrum Reach and AI video production platform Waymark found a way to solve this.
The Challenge
For new businesses, one of the biggest barriers to TV advertising is access to TV-quality creative.
Spectrum Reach’s in-house creative team is well equipped to provide top-tier commercials for their clients with a creative budget. However, many small to medium sized businesses (SMBs) and new advertisers simply didn’t have the time and resources to commit to that kind of traditional production. This meant that they remained locked out of TV advertising.
Spectrum Reach saw the potential for new creative technology to make quick, cost-effective, and compelling commercials available to every partner, regardless of their size or budget. They joined forced with Waymark to make this a reality.
Enter
Waymark
Spectrum Reach used Waymark’s AI video
generator to offer local businesses spec spots
and a no-cost creative package from the first
meeting. That way, their account executives
(AEs) could remove the creative barrier and
help local businesses get excited and on air.
Fast
With Waymark's AI, Spectrum Reach AE’s could create compelling commercials by themselves in minutes and show
up ready to “wow” customers at every meeting.
Simple
Waymark’s platform took almost no training, so there was no painful onboarding or “change management.” Spectrum Reach's innovative staff and customers rapidly adopted it to scale video production and reduce the cost of on-air advertising.
Compelling
Spectrum Reach creative standards meant that the team couldn't settle for generic. Waymark's exclusive creative
elements helped them continue to raise the bar. Waymark helped Spectrum Reach offer videos that inspired and engaged from the get-go.
The Results
Specs created
In 2022, Spectrum Reach’s team leveraged Waymark’s AI to generate fast and affordable content for clients at a rate of 200 videos every week.
SMB campaigns enabled
In 2022, Spectrum Reach’s partners ran over $11,000,000 in ad campaigns made possible by AI-generated video creative.
Total completed projects
Spectrum Reach and its clients used
Waymark’s AI to boost operations across the board, producing over 4,000 rendered commercial projects.
Average production time saved
With Waymark, video production that typically took four or more hours was cut down to an average of 15 minutes for a complete, ready-to-air spot. This meant time and money saved for both Spectrum Reach and their SMB partners.
Testimonials
Timm Chiusano
VP of Production & Creative Services
Account Executive
Spectrum Reach
Account Executive
Spectrum Reach
Account Executive
Spectrum Reach
