The Sonic Truth

Consumer psychologist Sofie Sue Rutgeerts joins The Sonic Truth to explore why understanding why people behave the way they do matters more than simply knowing who they are. In a wide-ranging conversation, Sofie Sue shares how psychology shapes brand choice, why context and culture matter so much in media, and how fragmentation can actually create new opportunities for repetition, memory, and connection. They also get into: • The four human drivers behind brand choice • Why social proof still matters in a fragmented media world • How creative and media context need to work together • Why marketers can become too focused on what is easiest to measure • The relationship between sound, emotion, and memory • How influencers, TV, audio, social, and other channels play different roles • Why AI can help marketers understand nonlinear and compounding effects • Why authenticity, judgment, and human creativity become more valuable as AI grows • The difference between efficiency and effectiveness

Media cartographer Evan Shapiro joins The Sonic Truth to map where media is headed next. In a wide-ranging conversation, Evan shares his unconventional path from theater to media, explains how he uses data to challenge the industry’s biggest assumptions, and makes the case for authenticity, transparency, and fearless personal branding. The conversation explores the collision of creativity and analytics, the rise of creator culture, changing consumer behavior, and what advertisers need to understand about a media universe that no longer revolves around a single screen, platform, or gatekeeper. TAKEAWAYS How Evan Shapiro became the media industry’s leading cartographer Why data is essential for challenging long-held media myths What the creator economy is changing about content and advertising Why authenticity and transparency are becoming competitive advantages How creativity and analytics work together Where video, platforms, and consumer behavior are headed next

In this episode of The Sonic Truth Podcast, Scott Simonelli sits down with Alan Wolk, co-founder of TVREV and author of Over the Top, to explore how fragmentation is reshaping the future of media, advertising, and culture. Alan shares his journey from law school to becoming one of the most influential voices in streaming TV, offering a clear view of how the decline of monoculture has changed the way audiences consume content and how brands reach them. The conversation focuses on the rise of “feudal media,” the growing influence of AI and hyper-personalization, and why traditional mass media no longer works the way it once did. The discussion also looks at what these shifts mean for marketers, from the challenges of reaching audiences inside increasingly isolated media bubbles to the opportunities emerging for small businesses through CTV, AI tools, and more accessible advertising channels. Together, Scott and Alan explain why the future of media will reward brands that understand audience segmentation, speak the language of their customers, and adapt faster than the market around them.

In this episode of The Sonic Truth Podcast, Scott Simonelli sits down with Mike Brooks, a veteran of connected television and digital advertising, to explore how television is evolving into a measurable, performance-driven platform. Mike shares his journey through the mobile app ecosystem and major companies such as AOL and LG, offering perspective on how CTV has adopted many of the tools and mindsets of digital and programmatic advertising. The conversation focuses on the growing importance of Automated Content Recognition (ACR), the emergence of TV home screens as a powerful new media surface, and why accessibility in CTV advertising is improving for brands of all sizes. The discussion also looks ahead to what’s next, including the rise of free ad-supported television (FAST), increasing fragmentation across formats and platforms, and how regulatory shifts may drive renewed momentum in local TV advertising. Together, Scott and Mike explain why the next 18 months will be a defining period for CTV, creative strategy, and performance marketing. Mike Brooks brings deep experience across digital advertising, mobile, and CTV The evolution of CTV closely mirrors earlier shifts in digital and mobile marketing Automated Content Recognition (ACR) is becoming foundational for targeting and measurement TV home screens represent a major emerging media opportunity Accessibility in CTV advertising is improving across the market Performance marketing is becoming more deeply integrated into television Creative strategies must adapt to a fragmented, multi-format media environment FAST channels are becoming a significant force in the advertising ecosystem Regulatory changes may reignite momentum in local TV advertising The next 18 months will be pivotal for programmatic and CTV growth

In this episode of The Sonic Truth, Leif Welch, CEO of JamLoop, joins the show to share his 25-year journey through ad tech and entrepreneurship. Leif walks through JamLoop’s evolution from an early marketplace for musicians into a modern connected TV (CTV) advertising platform built for performance and scale. The conversation explores why creativity remains central to business growth, how JamLoop serves mid-market advertisers with high-touch technology, and what it takes to balance transparency, trust, and results in today’s advertising ecosystem. Leif also outlines JamLoop’s expansion into performance advertising and the company’s vision for bridging local and national campaigns through smarter creative and data-driven execution.