vCreative and Waymark Join Forces for OTT, SV Production

RADIO ONLINE | Tuesday, April 12, 2022

vCreative and Waymark

vCreative has teamed with Waymark, an AI-powered video creation platform, to enable radio stations to easily sell and create OTT and digital video assets on behalf of local advertisers. The collaboration allows for the introduction of a digital video ad type to vCreative's workflow solutions, allowing sellers to manage a multi-platform campaign with similar efficiency to a broadcast creative request. Stations or groups will be able to virtually create and edit original TV-quality digital video advertising and content.

"As consumers continue to embrace various streaming services on their TV screens and mobile devices, local radio sellers are bringing new opportunities to their customers," said vCreative CEO Susie Hedrick. "Radio account executives are trusted by their local advertisers to expand their marketing reach and Waymark opens the video advertising door for any advertiser, big or small."

Digital is transforming local radio ad sales and getting them back to pre-COVID levels, according to the BIA Advisory Services 2022 Local Advertising Forecast. For the first time ever, the radio industry will generate more than $2 billion in digital revenue, estimated at $2.17 billion in 2022. That's up 15.4% from $1.88 billion in 2021, and is more than triple the growth rate for over-the-air billings. Specifically, OTT video sales are forecasted to grow over 57% across all local media in 2022, based on the BIA's report.

"All local media outlets are striving to meet the demand for customized, professionally produced video at scale," said Waymark VP of Business Development Tom Glaszek. "Waymark makes it possible to create compelling OTT, streaming, and social video ads for all screens in minutes and without expensive studio time, film crews and tools. Our effort with vCreative brings it all together in a single, efficient workflow that stations already utilize. This is a great local sales enabler, and time-saver, that should exceed the expectations of local advertisers as they venture into OTT and other video marketing."