AI made TV ads: TV is now within reach of more UK businesses

If you've always thought TV advertising wasn't for a business like yours, it's worth a second look. UK broadcasters are using AI to make TV ads in minutes and self-serve tools to sell the airtime, and businesses that had never been on TV are starting to use them.

The latest example came from ITV last week. Here's what happened, what the wider TV market is doing, and what we'd suggest if you're thinking about TV for the first time.

What ITV's AI ad tool has done in its first year

The Media Leader reported on 9 October that ITV's GenAI Ads Manager brought 16 new-to-TV small and medium sized businesses onto TV in its first year (The Media Leader). The businesses ranged from dentists and gardening companies to local councils.

A few details stand out from that report:

ITV's business development director Jason Spencer told The Media Leader that 16 could look like "quite a light number", but that the biggest challenge is the perception that TV is too expensive and complicated for smaller businesses (The Media Leader).

We think that's the real story. The tools have changed faster than people's view of what TV is for.

It's not just ITV

The whole UK TV market is moving the same way.

Sky. In January, Sky Media launched an AI toolkit, built with Waymark, that creates short TV ads from a business's website and assets and checks them against TV advertising rules. Ads can then run through AdSmart, which shows them only to chosen households, by town, postcode or local area. Sky says more than 4,000 businesses have already advertised on TV for the first time with it (AdSmart from Sky).

ITV, Sky and Channel 4 together. In June, Comcast's Universal Ads platform launched in the UK. Smaller businesses can now buy streaming TV audiences across ITVX, Channel 4 and Sky's NOW in one self-serve campaign, with ads automatically sent to Clearcast for approval (The Media Leader, ITV Press Centre). Until then, ITVX audiences could only be bought programmatically through ITV's own Planet V platform.

Streaming services. Netflix held its first UK upfront on 24 September and said its ad tier reaches 7.3m UK households, or 24.6% of UK homes, according to Barb. It also said pause ads would become available to buy programmatically from October (The Media Leader).

Measurement. On 7 October Amazon said Prime Video will join Barb's CFlight campaign measurement service, expected next year. It will be the first non-broadcaster streaming service on it, so advertisers can measure campaigns alongside ITV, Sky and Channel 4 (The Media Leader).

Put together, it's easier to make a TV ad, easier to buy it, and easier to measure it than it's ever been.

What AI made TV ads are good for

We use AI tools in our own work, and they're genuinely useful. Here's where we think AI made ads make sense:

What they're not so good at

Please be aware there's a catch. The Media Leader noted that even the better AI ads can show tell-tale signs, such as inconsistent lighting (The Media Leader). And there are bigger issues than looks:

Why strategy, creative and planning still matter

Getting on TV used to be the hard part. Now it's easy, so the hard part is getting it right.

Strategy first. Who are you trying to reach, what do you want them to think, and what should they do next? Answer that before you make anything. Our marketing strategy work starts here.

Creative that's yours. Use AI for speed and versions, but make sure the idea, the script and the look are clearly yours. Our production team makes TV, audio and video ads that fit your brand.

Media planning that joins up. Choosing between ITVX, Channel 4, Sky AdSmart, Netflix or Prime Video, and deciding how TV works with social ads, Google Ads, radio and outdoor, is where a media agency earns its keep. Our TV advertising page explains how we plan, make and buy TV, our connected TV advertising page explains how streaming TV fits in, and /everywhere shows how we plan campaigns across channels.

Measure what happens. Look at website visits, searches for your name and enquiries in the areas where your ad ran. Tools like CFlight, and the tracking built into self-serve platforms, make this easier than it used to be.

How Clicks can help

We're a full advertising agency in Cambridge and Manchester, founded in 2016, with £5M+ ad spend managed. We plan, make and buy TV, alongside audio, outdoor, social and search, so your TV ad isn't working on its own.

If you'd like to buy TV through a media agency, our media buying team in Cambridge and in Manchester can talk you through the options. We'll tell you honestly whether TV makes sense for you now, or whether another channel should come first.

The practical takeaway

TV isn't only for big brands any more. If you've been put off by the cost of making an ad or the hassle of buying it, both have changed. Start with a clear plan, make an ad that's clearly yours, run it where your customers are watching, and measure what happens. If you'd like a hand, message us. We reply within 24 hours.

FAQ

Can small businesses advertise on TV in the UK?

Yes. ITV, Sky and Channel 4 all have routes aimed at smaller and new-to-TV advertisers, including ITV's GenAI Ads Manager, Sky's AdSmart and AI toolkit, and the Universal Ads self-serve platform (The Media Leader).

What is a pause ad?

It's an ad shown when a viewer pauses what they're watching on a streaming service. It was the most popular format for the businesses using ITV's AI tool, and Netflix has made its pause ads available to buy programmatically from October (The Media Leader).

Are AI made TV ads good enough?

They can be, for simple messages and first tests. But they're built from the same kinds of assets for everyone, and they can show signs of AI production. For an ad that stands out, you still need a clear idea and proper creative checks.

Can I target TV ads to my local area?

Yes. Sky's AdSmart can show ads only to households in chosen towns, postcodes or local areas (AdSmart from Sky), and streaming services such as ITVX offer detailed audience targeting.

Do I need an agency to advertise on TV?

Not to buy it. Self-serve tools now exist. Where an integrated marketing agency helps is the plan, the creative and making TV work with your other channels, so the money you spend on TV keeps paying off on search and social.