Jamie West of Sky on TV and Ad Automation

TV and ad automation was discussed at the Dmexco conference in Cologne Germany in front of an audience of nearly one thousand people Pictured left to right Jay Sears Michael Kahn CEO of Performics and Global Performance Practice Lead Publicis Media Rhys Namp246lke Senior Vice President Strategy of RTL Group Jamie West and Michael Strober Executive Vice President Client Strategy and Ad Innovation and CoHead of Turner Ignite at Turner Broadcasting Follow the links above to read Jay39s interviews with themJAY SEARS What do you read to keep up with friends JAMIE WEST I prefer good old fashioned phone calls or inperson conversationsSEARS What do you read to keep up with the advertising technology and TV industriesWEST All the usual blogs and online sources but again for me itamp8217s better to speak to peers and partners to understand progress and opportunitySEARS Whatamp8217s your favorite TV commercial of all timeWEST John Smith39s Bitter Top Bombing amp160Itamp8217s a classicSEARS When you speak about TV ad automation how widely or narrowly do you define thisWEST We at Sky are lucky enough to play in the full range automation from work flow and order automation to programmatic to addressableSEARS With regards to advertising automation impacting TV what are the biggest trends you expect to impact companies in 2016 and 2017WEST At Sky the biggest trend will be data enablement The second biggest will be managing inventory across multiple platforms as one campaign ie linear vod and iptvSEARS With regards to advertising automation impacting TV what are the most overblown topics that you wish would just go awayWESTThe lack of understanding by tech companies on TV requirements and the use cases of TV and generally assuming that online tech or processes will work or are sufficientThe assumption that TV will be 100 programmatic when the vast majority of advertisers use TV differently to their existing programmatic inventorySEARS Please describe your company or divisionWEST Sky is known as a pay TV platform in Europe however in reality this means that Sky is a content company that exists on TV in VoD and across apps and online Sky Media sells and represents not just Sky channels and products but also the likes of NBCU Discovery Viacom and AampampE Networks across TV and all mediaSEARS How can advertising automation help the strategy and planning functions directly or indirectly at an advertising agency WEST For brands that are data relevant ie insurance automation of dataled campaigns will be hugely valuable For brand fame less soSEARS Transparency on media costs on data on inventory continues to be a lightning rod issue Should transparency be a negotiated benefit for the advertiser client yes or noWEST Noamp160 Partners should be working for brands to drive effective advertising outcomes The relationship should be based on trust and where there isnamp8217t transparency a partner is likely to be suspected of making decisions based on profit and not advertising outcomesSEARS Please answer the following statements yes or noWESTamp160amp160Video above TV and ad automation was discussed at the Dmexco conference in Cologne Germany in front of an audience of nearly one thousand peopleSEARS A young family member has come to you seeking career advice They must choose one of the following careers ad agency executive media company executive ad technology executive or company marketing executive Which career path do you recommend and why WEST Depends on their interest and skillsSEARS What is your favorite restaurant in the world WEST La Mena in Las Rotes Denia SpainSEARS Thanks JamieThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet management or associated bloggersamp160amp160amp160

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Jamie West of Sky on TV and Ad Automation

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Jamie West of Sky on TV and Ad Automation

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