Bringing TV to the SMB Market
The Goal
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
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 videogenerator to offer local businesses spec spotsand a no-cost creative package from the firstmeeting. That way, their account executives(AEs) could remove the creative barrier andhelp 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 showup 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 creativeelements helped them continue to raise the bar. Waymark helped Spectrum Reach offer videos that inspired and engaged from the get-go.
The Results
supported per project
In 2023, Spectrum Reach’s team leveraged Waymark’s AI to generate fast and affordable content for clients. This helped them generate an average of $4,000 ad dollars per Waymark video.
ad campaigns enabled
In 2023, Spectrum Reach’s partners ran over $27,000,000 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 nearly 7,000 rendered commercial projects.
Year-over-year growth
With Waymark’s ongoing enhancements, Spectrum Reach’s sales team grew their AI-supported campaign volume by over 100%.
More use = more revenue.
In 2022, Spectrum Reach's team locked in $11.5 million in ad dollars with Waymark's AI spec spots and commercials. In 2023, they increased that number to $27 million. YOY results show massive growth in revenue with AI video, with correspondingly smaller increases in production efforts.
Testimonials
Waymark remains the smartest creative technology investment we have made, period. It’s AI at its finest in that it is entirely based on the needs of the end user which for us is our large scale creative team and our nationwide client list. It helps our sales team open doors by delivering real commercials with voiceovers to give a business the idea of how amazing it would be to advertise on TV or in streaming programming. It also allows our creative team to be more creative by taking some of the most basic commercial creation needs off their desk, or allows them to do it in a fraction of the time. Reaching out to Waymark in 2017 remains one of the smartest things I’ve ever done in my career.”
Timm Chiusano
VP of Production & Creative Services
Creative is half the battle so if I can use Waymark as the closer I do! Plus, no other media in my market offers creative at no charge so it’s a game changer! Waymark definitely helps start a business relationship off on the right foot, especially smaller businesses or a business that has never advertised."
Account Executive
Spectrum Reach
Having a Waymark commercial was crucial for this deal. Creative helped take away any insecurities that the client had about making an ad.”
Account Executive
Spectrum Reach
It's nice to have Waymark, because it allows us to have plan in motion and see follow through. It absolutely helps the sales cycle close faster!”
Account Executive
Spectrum Reach
About twenty five to thirty percent of my monthly revenue comes from customers that use Waymark.”
Account Executive
Spectrum Reach
If you're not using Waymark, shame on you."
Account Executive
Spectrum Reach
