Automation is helping media planners turbo charge their roles by reducing reliance on manual labor and hijacking moments with triggered content from live events. With automation and data from DMP profiles of customers, companies like Sky can better segment and target audiences with personalized offers. A future of fully programmatic and automated advertising promises to deliver large-scale personalization by bringing together creativity, data, media, and technology.

1. The Benefits of Automation
Performance to Personalisation
Liam Brennan
Global Digital Director
@LCBrennan

2. THE ROLE OF MEDIA IS TO
DELIVER THE RIGHT MESSAGE,
TO THE RIGHT PERSON, AT
RIGHT TIME AND PLACE

3. We are rethinking how we plan and buy media –
increasing relevancy and reducing wastage
FROM
Media to reach
audiences
TO
Reaching audiences
through media

4. The data and tech conversation is
shifting from media to message
Media
Efficiencies
Data powered
activations
Personalisation
AUTOMATION
DATA AND TECH
PRESENTPAST FUTURE

5. Automation is turbo
charging our roles
as media planners

6. DMP of 12m customers enables Sky to
segment and target with relevant offers
Current Customer upgrade messagesProspecting offer message

7. Automation reduced reliance on man-power
during the WC2014 and hijacked ‘moments’
Manual posting and amplification Go-live triggers from football data/sites

8. Coca-Cola and All4 partnered to
deliverer true personalised advertising

9. A wholly programmatic future vision
helps deliver personalisation at scale
Media
Efficiencies
Data powered
activations
Personalisation
PROGRAMMATIC AS
LINE ITEM
PRESENTPAST FUTURE
PROGRAMMATIC AS
MEDIA

10. THE FUTURE OF ADVERTISING
LIES AT THE INTERSECTION OF
CREATIVITY, DATA, MEDIA AND
TECHNOLOGY

11. Automation is helping us
progress from delivering
efficiencies to increased
personalisation
Automation is helping us to
deliver the right message
to the right person at the
right time and place
Automation is not a solely
a media conversation – it
addresses all aspects of
advertising
Liam Brennan
Global Digital Director
@LCBrennan