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...
View ArticlePitchapalooza: 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...
View ArticleMedia Reviews Come Down to Pricing, Trust and Transparency Concerns, BofA’s...
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...
View ArticleHow Transparent Does Ad Tech Really Need To Be, AMNET’s Karandikar Wonders
CANNES — During a panel discussion at Cannes Lions, disagreement broke out over how much ad buyers should know about the so-called “transparency” in ad network and programmatic practices. “If the...
View ArticleAds 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...
View ArticleTo 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...
View ArticleThe 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...
View ArticleBank 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...
View ArticleMore 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...
View ArticleContent 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...
View ArticleCreatives Left Behind On Addressable Sequencing, Industry Panel Says
FORT LAUDERDALE — The potential to target individual TV viewers using one of an array of pre-prepared custom ads will fundamentally change the way the business works – but the people who make those ads...
View ArticleAd 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...
View ArticleBoA Wants Facebook Transparency After Video Metrics Revelations
Bank Of America has joined the ranks of big-brand advertisers calling for Facebook’s advertising boasts to be more transparent, after the social network admitted inflating video metrics for two years....
View ArticleAddressable 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...
View ArticleBoA’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...
View ArticleBank Of America’s Paskalis on Twitter-Bloomberg Combo: “Reeses Peanut Butter...
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...
View ArticleBank 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...
View ArticleMaking Marketing More Relevant, Cleaning Up Digital Hygiene: Bank Of...
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...
View ArticleBrands 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...
View ArticleTV 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....
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