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 […]

 
 

AI Can Make Banking More Personal, Less Transactional: BOA’s Meredith Verdone

CANNES – Bank of America believes that artificial intelligence, along with its upcoming digital assistant dubbed Erica, will make the financial giant more nimble and predictive with its customers. “I think it’s going to be an incredible enabler and make us much quicker,” BOA’s CMO, Meredith Verdone, says of AI in this interview with Beet.TV […]

 
 

Bank of America Shifts to Calendar Planning, Uses UpFront To Select Partners, Publicis’ Schauer explains

As it has for many decades, financial giant Bank of America will have a presence at this year’s UpFront. But having recently changed to a calendar year for planning purposes, BOA will be focused mainly on selecting the most appropriate publishing partners. BOA’s agency, Publicis GroupeConnect, decided that the UpFront planning model “just wasn’t suiting […]

 
 

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 […]

 
 

Moat’s Goodhart Appraises ‘Screen Real Estate’ For Video Measurement

HOLLYWOOD, Florida – It’s been said that the most valuable real estate is all about location. It’s no different with video advertising, but consumption habits are changing so fast that they are hard to measure. Enter the Moat Video Score, a new impression-level metric for measuring digital video exposures that focuses on length of creative, […]

 
 

How BoA Won With Addressable TV: SVP Deming Explains

MIAMI — It’s one of the biggest brands on the block. But, when Bank Of America needed to market a new kind of investment service, it turned to a new kind of advertising. Merrill Edge is BoA’s investment platform for customers that like to control their own investments. And Andrew Deming, BoA’s media leader, says the company […]

 
 

Beet Retreat Panel Explores Advanced TV: MasterCard, Bank of America, Publicis, Eyeview, Twitter

MIAMI – Maybe it’s fitting that a panel about the promise of advanced television advertising takes place in the state that brought us the Ringling Brothers. While data is fueling more qualitative audience targeting decisions, media agencies and their clients can be forgiven if they often feel like perpetual jugglers. What becomes clear from the […]

 
 

Bank Of America Sees More Dynamic Segmentation As Addressable TV Grows

MIAMI – Having just dipped its toes into addressable television advertising, Bank of America is planning additional campaigns and looks forward to being able to do sequential messaging to specific consumer targets. “I think there’s a ton of opportunity in the space,” says SVP of Marketing Andrew Deming. The company’s overall goal is a shift […]

 
 

16 Million Millennial Customers Part of ‘Dramatic Shift’ In Bank of America’s Media Mix

ORLANDO, Florida – What do llamas know about banking? Probably not much, but Bank of America is more concerned with being where its customers are, hence the financial giant’s quirky llama-with-red-scarf lens on Snapchat. “You wouldn’t expect to see us” on Snapchat, says Meredith Verdone, SVP Enterprise, Consumer & Wealth Management at BOA. Nonetheless, its […]

 
 

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 […]

 
 

More Safeguards Needed For Dynamic Ad Creative: Bank of America’s Paskalis

The concept of dynamic ad insertion – through which, consumers would get served a brand ad with different content, depending on their targeting profile – has been talked about for a couple of years now. The exciting reality may be around the corner, if the industry can persuade brands it is a safe one, says […]

 
 

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 […]

 
 

To Side-Step Ad Blocking, Get Out Of Advertising, Brand Execs

If you believe some of the recent analysis and forecasts for the effect of ad blocking on the business, you would be forgiven for pulling over the duvet and going back to bed. But how are some of the biggest brands reading the apparent threat? With a mixture of trepidation and confidence, according to a recent […]

 
 

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 […]

 
 

Pitchapalooza: Media Change is Driving Agency Reviews

CANNES — What is the sound of $25 billion changing hands? It’s enough to prompt a sharp in-take of breath from ad agency execs. That is the amount at stake after many of the world’s biggest brands recently began reviewing their long-held agency relations. Why are the brands putting agencies on notice? Because times are a-changin’, say industry […]

 
 

How Bank of America Is Reaching Millennials via Vice and Pinterest

CANNES — In an effort to reach millennials, Bank of America turned to a platform and a publisher that people don’t closely associate with financial services: Pinterest and Vice. The conversation with Vice CEO Shane Smith began in Cannes a year earlier and led to a video series the bank is sponsoring entitled “The Business […]

 
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