FORT LAUDERDALE — Bank of America is working with Starcom and NBC on dynamic ad insertion in live streaming sports programming as part of its ongoing efforts to dig deeper into customized advertising strategies, says Lou Paskalis, Senior VP Enterprise Media at Bank of America in this interview with Beet.TV. “That allows us to get to the best and most engaged audience,” he says, adding that Bank of America is using this dynamic ad insertion to support “sequential storytelling.”
That’s part of the “one-to-one marketing” that the brand focused on in 2015 with the establishment of a data management center, a content center of excellence and the current move to multi-touch attribution, Paskalis says. “All of those are manifestations of the single view of the customer that we can deliver in mobile and digital environments, and to some extent, TV. It’s moving from the paradigm of mass, reach and scale to the paradigm of customization and engagement,” he says.
In the year ahead, the financial company is bullish on VOD due to quality and pricing. In VOD, the ads aren’t skippable and the ads loads are lighter. “I know the audience is watching and they’ve gone to the trouble of finding the show,” Paskalis says.