Follow ITV’s Lead in Marketing TV Advertising for SMEs with Generative AI
In a groundbreaking move, ITV is set to transform the landscape of television advertising in the United Kingdom, making it more accessible to small and medium enterprises (SMEs) through the power of generative AI.
This innovative approach promises to democratise TV advertising, allowing smaller brands to harness the medium’s reach and impact at a fraction of the traditional cost.
Breaking Down Barriers with AI-Generated Ads
ITV’s latest initiative revolves around two new advertisements created entirely using generative AI technology.
These spots will showcase a new commercial creative production service developed by the broadcaster, specifically designed to lower the entry barrier for SMEs into TV advertising.
Jason Spencer, ITV’s Business Development Director, highlighted the significance of this move: “Too often the cost of making an ad is a barrier for brands looking to breakthrough and test TV. By expanding our existing creative production services to include making ads with GenAI, we can democratise this further, and make the power of TV advertising accessible to all.”
Cost-Effective and Effective: A Winning Combination
To ensure that this new approach delivers not just on cost but also on effectiveness, ITV has partnered with System 1.
This collaboration aims to create a format that is both budget-friendly and impactful, addressing the dual concerns of SMEs looking to venture into TV advertising.
Spencer emphasised the broadcaster’s commitment to innovation, stating, “We are constantly innovating to find better ways to help brands grow.”
Real-World Application: Travel House and Sheepbridge Interiors
The launch of this service is already making waves, with two ambitious brands at the forefront:
Travel House: Viewers in Wales will see ads for this Swansea-based travel company across the ITV network.
Sheepbridge Interiors: Northern Irish viewers will be introduced to this Newry-based company through spots on UTV.
Balancing AI and Human Creativity
While championing the potential of AI in advertising, ITV is careful to acknowledge the irreplaceable value of human creativity.
Spencer noted, “While nothing can beat the creativity of the talent involved in the advertising industry, by introducing a GenAI option for SMEs we’re able to create high quality ads for an accessible cost.”
This balanced approach seeks to complement rather than replace traditional advertising methods, opening up new possibilities for businesses of all sizes to benefit from the power of television advertising.
As ITV continues to push the boundaries of what’s possible in advertising technology, this initiative marks a significant step towards a more inclusive and diverse advertising landscape.
By lowering costs and increasing accessibility, ITV is not just changing how ads are made—it’s potentially changing who gets to make them, ushering in a new era of opportunity for SMEs in the world of television advertising.
A Model for Malaysian TV: Boosting Local SMEs and the Economy
Malaysian television stations could take a valuable lesson from ITV’s innovative approach.
By implementing a similar AI-driven advertising service, Malaysian broadcasters could significantly impact the local economy and strengthen community ties.
Such an initiative would empower Malaysian SMEs, which form the backbone of the nation’s economy, to access the wide-reaching influence of TV advertising.
This democratisation of advertising could lead to increased visibility for local businesses, potentially boosting sales and creating job opportunities.
Furthermore, it could foster a more diverse and representative advertising landscape, showcasing the rich tapestry of Malaysian entrepreneurship across various sectors.
By making TV advertising more accessible, Malaysian broadcasters would not only be opening new revenue streams for themselves but also contributing to the growth and resilience of local communities and the broader national economy.
This forward-thinking approach could position Malaysia at the forefront of advertising innovation in Southeast Asia, setting a new standard for inclusive and technology-driven marketing solutions.
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After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.
We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.
Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.
Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.
Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.
Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.
