FORT LAUDERDALE — You can have all the ad tech in the world but, in this day and age, is it really advertising that can connect with consumers any longer?

Bank Of America media SVP Lou Paskalis thinks brands need to take a leaf out of the books of publishers and broadcasters they historically have advertised against.

“I need to move into a world where I’m operating more like a publisher to have the level of content that I need to join these moments,” he said, in this fireside chat with Matt Spiegel  SVP of MediaLink at the Beet.TV executive retreat.

What Paskalis was channeling was a belief that only content, not ad messages, can really engage viewers.

“We’re now in the attention economy, he said. “We’re competing with every stimuli out there to try to get consumers’ attention long enough so that we can plant a message in their head.

“The issue is to do something that will resonate with people because let’s face it, they have 2.2 devices within reach while they’re watching television and they’re in control now with the swipe.

“They don’t want an ad, they want content, and they don’t want content, they want video content. So, if I can find those moments of indulgence and I can bring in something that resonates for them, I think I can win. It’s not about frequency; it’s about context and connection.”

This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

You can find more videos from the Beet Retreat on this page.