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

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

We are rethinking how we plan and buy media – increasing relevancy and reducing wastage

FROM

Media to reach audiences

TO

Reaching audiences through media

The data and tech conversation is shifting from media to message

Media Efficiencies

Data powered activations Personalisation

AUTOMATION

DATA AND TECH

PRESENT PAST FUTURE

Automation is turbo charging our roles as media planners

DMP of 12m customers enables Sky to segment and target with relevant offers

Current Customer upgrade messages Prospecting offer message

Automation reduced reliance on man-power during the WC2014 and hijacked ‘moments’

Manual posting and amplification Go-live triggers from football data/sites

Coca-Cola and All4 partnered to deliverer true personalised advertising

A wholly programmatic future vision helps deliver personalisation at scale

Media Efficiencies

Data powered activations Personalisation

PROGRAMMATIC AS LINE ITEM

PRESENT PAST FUTURE

PROGRAMMATIC AS MEDIA

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

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