MIAMI \u2013 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. \u201cI think there\u2019s a ton of opportunity in the space,\u201d says SVP of Marketing Andrew Deming.<\/p>\n

The company\u2019s overall goal is a shift to one-to-one marketing and a more relationship-driven model as opposed to the \u201cold transactional-style, product-driven model,\u201d Deming says in an interview with Beet.TV conducted by Tracey Scheppach<\/a>, who recently launched the Matter More Media consultancy.<\/p>\n

BOA will still have an umbrella brand message that it pushes out to the masses to tell its brand story. \u201cBut then when it comes down to each different audience group, we can deliver to individuals within them messages that are relevant and resonate to them,\u201d Deming says.<\/p>\n

For example, people looking for their first credit card would receive a specific pitch. \u201cBut if you already have a credit card with bank of America and you\u2019re just recently married and are looking for a home loan, we can provide different home loans and mortgage solutions for you,\u201d he adds.<\/p>\n

Asked by Scheppach about BOA\u2019s recent experience with addressable TV ads, Deming<\/a> notes, \u201cI think we\u2019ve really just cracked the surface on it by launching our first campaign there. We\u2019re working on one, possibly two, additional addressable campaigns. It will be in a very similar vein to what we did the first time.\u201d<\/p>\n

As technology evolves in the addressable space and the national footprint gets larger, Deming hopes to drive sequential messaging aligned with consumer needs.<\/p>\n

\u201cWe can have more dynamic segmentation where we can actually have one group that\u2019s in a segment for investing products but they may be in a different segment for cards,\u201d Deming says.<\/p>\n

One irony for BOA in an age of split-second digital ad delivery is the time it takes to prepare for an addressable campaign because of confidentiality surrounding its first-party data.<\/p>\n

\u201cIt\u2019s an asset and also a complexity at the same time when you have access to your own first-party data,\u201d he says. \u201cIn our world, we need to be thinking nine months in advance and we need to be sizing and beginning to start seeking approval on the use of data six months in advance.\u201d<\/p>\n

This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising<\/a>, an executive retreat presented by Videology with AT&T AdWorks and the 605<\/a>. Please find more videos from the event here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

MIAMI \u2013 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. \u201cI think there\u2019s a ton of opportunity in the space,\u201d says SVP of Marketing Andrew Deming. The company\u2019s overall goal is a shift […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5878],"tags":[3054,3269,5012,5902],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43371"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=43371"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43371\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=43371"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=43371"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=43371"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}