Waymark, vCreative Join Forces


vCreative, the provider of production workflow solutions to the radio broadcast industry, has teamed up with Waymark, known for its AI-powered video creation platform. This effort, the companies say, enables 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 products — meaning sellers can manage a multi-platform campaign with similar efficiency to a purely broadcast creative request.

“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 Susie Hedrick, CEO of vCreative. “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.”

She adds that Waymark’s AI-powered platform allows sellers, producers, sales assistants, and creative teams at a station or group to virtually create and edit original TV-quality digital video advertising and content in minutes.

Digital is transforming local radio advertising 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 Tom Glaszek, VP of Business Development at Waymark. “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.”