Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles andcompanies across the buzzing industry.
Elias Psarologos: head of sales ANZ at Blis
Time in current role/time at the company:
Close to two years in my current role as head of sales ANZ for Blis, with more than 13 years of media experience in Australia and Singapore, working at major global and local companies, BBC Worldwide, Domain Media and most recently mobile ads provider Big Ads.
How would you describe what the company does?
In a nutshell… Blis turns aspirational insights into real-world insights - based on location based targeting, we uncover the truth on what people actually do in the real world vs purely what they’re interested in.
So while we know ‘Joe Blogs’ might be spending hours researching the new Macan Porsche Compact SUV - we know he’s actually visiting his local Toyota dealership, in the market for a Toyota Rav4.
Along with our 3rd party partnerships Blis generates the most accurate 360 view of your target customer with the ability to generate future-proofed scale - without relying on first party data or unified IDs.
Define your job in one word:
Personalised.
I got into my industry because:
Years ago, I first applied for a role as production assistant for outdoor ad company, Buspak, not knowing really what to expect… (I’m showing my age here!)
From there, with advertising technology continuing to evolve at a rapid rate, my interest in emerging tech grew with it. The digital advertising industry, the people in it and the connections I’ve made throughout my career, is essentially what kept me coming back for more. That being said, I’m a husband and father of 3 kids - which is motivation enough to keep me doing what I do!
What’s the biggest challenge you face in your role?
Work life balance. Like everyone I’m always trying to do more, but I’m realising it’s better (and more effective) to do less, done well.
What’s the biggest industry-wide challenge you’d like to see tackled?
The future of audience targeting, uncovering challenges and impacts presented to the industry by competing ad tech providers.
Who is/has been a great mentor to you and why?
John Williams - currently VP Ad Sales BBC Advertising. John gave me one of my first opportunities in digital media and was always open and honest in providing feedback, (John also loved talking footy gossip in our catch ups too!). Learning from John for me meant giving the people around you a chance, as well as the room they need to grow.
Words of advice for someone wanting a job like yours?
Focus on what you can control. And don’t sweat the small stuff. After all - it’s not rocket science.
If I wasn't doing this for a living, I'd be:
A rocket scientist?
My mantra / philosophy is:
Treat others the way you want to be treated.
My favourite advert is:
The Wassup / Wazzup campaign for Budweiser beer in the early 2000’s. I can still hear the catchphrase ringing in my ears!
https://www.youtube.com/watch?v=JJmqCKtJnxM
Music and TV streaming habits. What do you subscribe to?
Too many! Being a football fan in Australia is a challenge. The options are endless.., Optus Sport for EPL, Stan for Champions League, Paramount for A League. Then for lifestyle entertainment, Netflix, Prime and Spotify. I’ve been looking into Binge - but I need to drop one to take on another!
Tell us one thing people at work don’t know about you?
I was once a community club model.
In five years’ time I'll be:
Hard to say - but maybe studying to be a rocket scientist!
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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