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(VIDEO) 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 Holy Grail for where we are in marketing are today," Paskalis says of addressable advertising in an interview with Beet.
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