Bank of America Wants You to Like Its Video Content as Much as Aunt Sally's Cat Videos - eMarketer
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eMarketer Interview

Bank of America Wants You to Like Its Video Content as Much as Aunt Sally's Cat Videos

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An interview with

Lou Paskalis

Senior Vice President, Enterprise Media, Bank of America

Interview summary

Bank of America uses digital video to tell consumers stories about their money and how to handle it. Lou Paskalis, Bank of America’s senior vice president of enterprise media, spoke with eMarketer’s Patricia Orsini about relationship-building and why the real competition for consumers’ attention is the consumers themselves.

Interview

eMarketer: How does Bank of America use digital video to connect with consumers?

Lou Paskalis: The way forward is relationships. Instead of optimizing a single point transaction, you want to optimize your relationship with an individual over time, by telling stories they want, using technology to engage those audiences and giving them sequential stories.