Lou Paskalis

Last updated

Lou Paskalis Lou Paskalis is a prominent advertising industry executive and strategic thought leader (Media Veteran Lou Paskalis Joins Group to Encourage Brands to Advertise on News |url=https://www.wsj.com/articles/media-veteran-lou-paskalis-joins-group-to-encourage-brands-to-advertise-on-news-8ba7f363 , widely recognized for his expertise in digital transformation, data governance, and media accountability. He currently serves as the Chief Strategy Officer of Ad Fontes Media, Ad Fontes Media a news media accountability company that rates over 100,000 individual news articles on bias and reliability every day, and is the Founder and CEO of AJL Advisory LLC, a strategic marketing consultancy.

Contents

Education

Paskalis has an MBA in Finance and a B.S. in business management from the University of Notre Dame. [1]

Career

A respected industry veteran since 1990, Paskalis is frequently quoted in leading business publications including The Wall Street Journal, Forbes, and Adweek for his strategic insights on digital transformation, privacy, brand safety and social media <tref name="WSJ2"/>. His thought leadership has shaped industry discourse on critical issues such as media accountability, data governance, and responsible platform engagement.

In 2023, Paskalis was appointed Chief Strategy Officer of Ad Fontes Media, where he leads strategic initiatives to enhance business building opportunities in news media for advertisers seeking to grow their business. His appointment followed his successful tenure as President and COO of MMA Global (2021-2023) [2] [3] where he drove the association's strategic evolution and expanded its focus on data privacy and media effectiveness.

As Senior Vice President of Customer Engagement and Media Investment at Bank of America(2013-2021), Paskalis architected the organization's digital transformation strategy for marketing and reimagined pioneering frameworks for marketing data governance. He led the bank's Marketing Data Enablement and Marketing Data Use Governance platforms, and notably established the first dedicated Brand Safety and Suitability practice among Fortune 500 companies. His innovative approach to data-driven marketing has been widely adopted as an industry standard.

Previously, as Vice President of Global Media, Content Development and Mobile Marketing at American Express American Express. [1] , Paskalis spearheaded early adoption of digital and mobile marketing strategies, helping position the company at the forefront of marketing innovation. His career began at Gallo Wines in the 1990s, where he led Media Investment and Sponsorship Marketing initiatives.

In 2022, Paskalis gained additional prominence for his outspoken advocacy of responsible content moderation when he was temporarily blocked on Twitter after criticizing Elon Musk's decision to reduce content moderation. [4] staff, reflecting his consistent stance on brand safety and platform accountability.

Related Research Articles

<span class="mw-page-title-main">International Data Group</span> Publishing company

International Data Group is a market intelligence and demand generation company focused on the technology industry. IDG, Inc.'s mission is centered around supporting the technology industry through research, data, marketing technology, and insights that help create and sustain relationships between businesses.

Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising that uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising, and mobile advertising. Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services and platforms, known as programmatic advertising.

Marketing effectiveness is the measure of how effective a given marketer's go to market strategy is toward meeting the goal of maximizing their spending to achieve positive results in both the short- and long-term. It is also related to marketing ROI and return on marketing investment (ROMI). In today's competitive business environment, effective marketing strategies play a pivotal role in promoting products or services to target audiences. The advent of digital platforms has further intensified competition among businesses, making it imperative for companies to employ innovative and impactful marketing techniques. This essay examines how various types of advertising methods can be utilized effectively to reach out to potential consumers

Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing, mobile advertising can take place as text ads via SMS, or banner advertisements that appear embedded in a mobile web site.

<span class="mw-page-title-main">Digital marketing</span> Marketing of products or services using digital technologies or digital tools

Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. It has significantly transformed the way brands and businesses utilize technology for marketing since the 1990s and 2000s. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.

Marketing Mix Modeling (MMM) is a forecasting methodology used to estimate the impact of various marketing tactic scenarios on product sales. MMMs use statistical models, such as multivariate regressions, and use sales and marketing time-series data. They are often used to optimize advertising mix and promotional tactics with respect to sales, revenue, or profit to maximize their return on investment.

Endeavor Group Holdings, Inc. is an American holding company for talent and media agencies with its primary offices in Beverly Hills, California. The company was founded in April 2009 after the merger of the William Morris Agency and Endeavor Talent Agency. Endeavor represents artists in film, television, music, theater, digital media, and publishing. It also represents the NFL and NHL. Endeavor is majority owner of World Wrestling Entertainment (WWE) and the Ultimate Fighting Championship (UFC) through TKO Group. In collegiate athletics Endeavor-Learfield IMG represents The American, A10, Big 12, Conference USA, Horizon League, MAC, MEAC, OVC, SEC and WCC.

The World Federation of Advertisers (WFA) is a global association for multinational marketers and national advertiser associations. Its membership is made up of over 140 of the world's top brands and national associations in more than 60 markets. WFA's aim is to champion effective and sustainable marketing communications worldwide.

Native advertising, also called sponsored content, partner content, and branded journalism, is a type of paid advertising that appears in the style and format of the content near the advertisement's placement. It manifests as a post, image, video, article or editorial piece of content. In some cases, it functions like an advertorial. The word native refers to the coherence of the content with the other media that appear on the platform.

<span class="mw-page-title-main">Frank Cooper III</span>

Frank Cooper III is a business executive, branded entertainment leader and current Chief Marketing Officer for Visa. Cooper was earlier CMO of BlackRock, CMO/Chief Creative Officer of BuzzFeed and served as CMO of Global Consumer Engagement for PepsiCo, Inc.

Rex Briggs is an author, award winning marketing ROI researcher. He began his career at Yankelovich Partners, where he was noted for his work in Generation X Minority marketing. While at Yankelovich, he is noted for developing a theory called “The Psychology of disenfranchisement.” Briggs was among the first to research the Internet.

Digital Remedy is a New York based digital media execution and technology company, founded in 2000 by Michael Seiman who is serving as CEO since its inception. The company was ranked by Forbes as 69th America's Most Promising Companies in 2015.

Brand safety is a set of measures that aim to protect the image and reputation of brands from the negative or damaging influence of questionable or inappropriate content when advertising online.

Kevin C. Conroy is an American media, entertainment, and technology executive. He has held senior roles at AOL, Univision and MGM.

The business magnate Elon Musk initiated an acquisition of American social media company Twitter, Inc. on April 14, 2022, and concluded it on October 27, 2022. Musk had begun buying shares of the company in January 2022, becoming its largest shareholder by April with a 9.1 percent ownership stake. Twitter invited Musk to join its board of directors, an offer he initially accepted before declining. On April 14, Musk made an unsolicited offer to purchase the company, to which Twitter's board responded with a "poison pill" strategy to resist a hostile takeover before unanimously accepting Musk's buyout offer of $44 billion on April 25. Musk stated that he planned to introduce new features to the platform, make its algorithms open-source, combat spambot accounts, and promote free speech, framing the acquisition as the cornerstone of X, an "everything app".

The Twitter Files are a series of releases of select internal Twitter, Inc. documents published from December 2022 through March 2023 on Twitter. CEO Elon Musk gave the documents to journalists Matt Taibbi, Bari Weiss, Lee Fang, and authors Michael Shellenberger, David Zweig and Alex Berenson shortly after he acquired Twitter on October 27, 2022. Taibbi and Weiss coordinated the publication of the documents with Musk, releasing details of the files as a series of Twitter threads.

<span class="mw-page-title-main">December 2022 Twitter suspensions</span> Suspension of journalists from Twitter

On December 15, 2022, Twitter suspended the accounts of ten journalists who have covered the company and its owner, Elon Musk. They included reporters Keith Olbermann, Steven L. Herman, and Donie O'Sullivan, as well as journalists from The New York Times, The Washington Post, CNN, and The Intercept. Musk cited an incident between "a crazy stalker" and a car with his child as a justification for the suspensions. Posters on behalf of the owners of the accounts said that the suspensions were permanent. On December 16, 2022, Musk stated that account access would only be restricted for seven days and on December 17, 2022, some accounts were reportedly restored with Musk citing Twitter community polls as the reason for the reversal.

<span class="mw-page-title-main">Linda Yaccarino</span> American media executive (born 1963)

Linda Yaccarino is an American executive who has served as the chief executive officer of X Corp since June 2023. She previously held the position of chairman of global advertising & partnerships for NBCUniversal.

References

  1. 1 2 Lou Paskalis Speaker Bio, Financial Communications Society
  2. Bruell, Alexandra (5 October 2021). "Marketing Veteran Lou Paskalis Named President at Ad Association MMA". Wall Street Journal. Retrieved 15 December 2023.
  3. Schiff, Allison (19 October 2021). "Newly Appointed MMA Global President Lou Paskalis Has Opinions". AdExchanger. Retrieved 15 December 2023.
  4. Seitz, Loree (5 November 2022). "Elon Musk Blocks Top Marketer Who Questioned Twitter's Retreat From Content Moderation". TheWrap . Retrieved 15 December 2023 via Yahoo Entertainment.