Making Marketing More Relevant, Cleaning Up Digital Hygiene: Bank Of America’s Lou Paskalis

NEW YORK – Marketing needs to become more relevant to corporate business outcomes, while the digital walled gardens suffering from hygiene issues need to clean up their act, according to Bank of America’s Lou Paskalis. For starters, agencies need to perform a basic assessment for their clients and not avoid tough challenges, Paskalis, who is SVP, […]

TV News Is Under-Valued, The Solution Is Fewer Ads: BoA’s Paskalis

Ad slots in TV news programming are not being sold at a high enough rate – but new developments which are reducing the number of ads seen by audiences could, ironically, end up raising their price. That is the view of one man making media buying decisions at one of the world’s leading financial services […]

Brands Need More Creative Assets: BoA’s Paskalis

Banks needs to get creative in order to reach unique customers in different ways. The new opportunities presented by a plethora of different marketing channels mean brands need to generate more messaging in more formats and more combinations than ever before. That is according to the man who spends advertising money for Bank Of America. […]

Bank Of America Moves Away From “Walled Gardens”: Paskalis

ORLANDO — Bank Of America is switching more advertising investment back to traditional channels and away from “walled-garden” digital environments, as it grows concerned about the inability to measure and capitalise on the big digital opportunities. In this video interview with Beet.TV, BoA SVP for customer engagement and investment officer Lou Paskalis explains the change the […]

Bank Of America’s Paskalis on Twitter-Bloomberg Combo: “Reeses Peanut Butter Cup Moment for the Media Industry”

Twitter’s new partnership with Bloomberg for 24-hour, live news reporting gets a big thumbs up from Bank of America. “I really believe that this is as good as a combination of chocolate and peanut butter. This may be the Reese’s peanut butter cup moment for the media industry,” says the banking giant’s SVP, Enterprise Media […]

BOA’s Paskalis: Brand Safety On Digital Platforms A ‘100 Percent Requirement’

LOS ANGELES – By their very nature, financial institutions are held to standards of conduct that most marketers never have to worry about. So when Bank of America’s Lou Paskalis talks about brand advertising showing up alongside digital content that promotes terrorism, he’s unflinching about what needs to change. “We just can’t be in business […]

BoA’s Paskalis Has Three Key Questions For Mobile Ads

BARCELONA — Advertising via mobile phones may now be an established strategy – but it is an opportunity that still requires plenty of refinement. At Mobile World Congress, WPP CEO Sir Martin Sorrell told Beet.TV mobile technology still wasn’t attractive enough to make it a truly engaging ad medium, while P&G marketing VP Sophie Blum said […]

Addressable Advertising Orchestrates Cross-Channel Experiences: BOA’s Paskalis

Call it cross-channel or cross-platform addressability. To Bank of America’s Lou Paskalis, it comes down to “orchestration.” But he wonders whether marketers are up to the challenge of adding value to spontaneous consumer experiences in what could amount to a long-tail investment commitment. “Let’s call it what it really is. Orchestration. I think it’s the […]

Data-Driven ESPN, NBCU And Turner Were Upfront Standouts: BOA’s Paskalis

CANNES – At the end of this year’s television Upfront presentations, Lou Paskalis sensed a “digital divide” between media sellers. He credits ESPN, NBCUniversal and Turner for having making data an integral part their value propositions by virtue of the data pedigrees of their executives. In an interview with Beet.TV, the SVP of Global Communications, […]

ANA Report a Wake-Up Call for Marketers, Paskalis

CANNES — Marketers need to define their agency relationships clearly, outlining the acceptable and unacceptable behaviors, and address any gaps in expectations, says Lou Paskalis, Senior VP, Enterprise Media Executive at Bank of America, in this interview with Beet.TV. He spoke about the recent Association of National Advertisers’ report on kickbacks. He serves on the transparency committee at the […]

BOA’s Paskalis Fears Ad Blocking Over Fraud, Viewability

What keeps the Senior Vice President of Media at Bank of America up at night isn’t the fear of digital advertising fraud, transparency or viewability. It’s ad blocking, and Lou Paskalis says a main conversation at this year’s Cannes advertising confab must address a different approach to engaging with consumers. Ad blocking, Paskalis says in […]

Content Trumps Frequency For Marketers: Bank of America’s Paskalis

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 […]

Bank of America’s Paskalis Bullish on VOD, Dynamic Ad Insertion

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 […]

The End Of The Advertising Era Is Upon Us: BoA’s Paskalis

Lou Paskalis sees a world, not too far from now, in which advertising as an industry is over. Media evolution is coming to necessitate a shift in the way brands reach consumers, from old broadcast to as era in which they must work hard using content to engage. “We’re at the end of the advertising era […]

Ads Must Work To Earn Back Users’ Respect: BoA’s Paskalis

Consumers have more content available than ever – but they are also swimming in a sea of ads. With so many opportunities available, it has become tempting for marketers to deploy unavoidable ad tactics. But so much pushy-pushy has ended up being counterproductive, says one major-brand ad exec. Instances of ad blocking are, perhaps, testament to that. […]

Media Reviews Come Down to Pricing, Trust and Transparency Concerns, BofA’s Paskalis

CANNES — The large number of media accounts currently up for review comes down largely to issues of pricing, trust and transparency, according to Lou Paskalis, Bank of America’s SVP-Global Media Investment. “We are in an upheaval we’ve never seen before in this business, and marketers realize they need a new pathway to market, and they’re […]

Ad Fraud Is An Erupting Volcano: Bank of America’s Paskalis

CANNES — After a couple of years of estimates that upwards of 30% to 50% of online ad impressions may have been fraudulently served by nefarious bots, it has begun to seem like platforms have gotten across the problem. Try telling that to Lou Paskalis, who holds the marketing purse strings as Bank of America’s global media […]

“ACR Will Change the World,” American Express’ Paskalis

Audio Content Recognition (ACR) software*,  which synchronizes TV watching with a tablet or mobile device, will “change the world,” says Lou Paskalis,Vice President, Global Media, Content Development and Mobile Marketing at American Express, in this wide-ranging interview with Beet.TV He explains that ACR will provide  brands with a full “sixty minutes” to market to an […]

The Beet Retreat Miami: Unifying The TV Ecosystem Along Common Goals

Creation of a shared, collaborative media ecosystem is limited only by the willingness of buyers, sellers and everyone in between to work together to solve individual and common problems. Videology Chairman and CEO Scott Ferber believes there is no better venue in which such competitive camaraderie can be nurtured than Beet Retreat Miami 2017, where […]

Time To Focus On Mobile Creative: Ansible’s Johnson

BARCELONA — Brands have had long enough to adapt to the reality of modern media – consumer are all over mobile. So why are so many getting it so wrong? When IPG’s mobile and technology agency Ansible worked with survey group YouGov to produce an index ranking brands’ effectiveness at mobile presentation, some of the figures shocked […]