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.
 

In this episode of The Sonic Truth, host Scott Simonelli sits down with Nicole Parlapiano, Chief Marketing Officer of Tubi, for a deep dive into the rapidly shifting world of connected television (CTV). Nicole shares her unconventional journey from private equity to leading one of the most culturally resonant streaming brands. She breaks down the creative thinking behind Tubi’s breakthrough Super Bowl campaigns, the evolving realities of ad-supported streaming, and why understanding niche audiences is essential to standing out in a crowded media landscape. The conversation also explores how Tubi is empowering creators with new tools, platforms, and opportunities to bring fresh, diverse voices into Hollywood — and what the future of CTV innovation may look like.

In this episode of the Sonic Truth podcast, host Scott interviews Alex Collmer, founder and CEO of VidMob, discussing the intersection of AI and creative measurement in marketing. They explore the evolution of VidMob, the importance of creative quality in advertising, and how AI can enhance creative intelligence. The conversation also delves into the differences between digital and CTV advertising, attention dynamics, and a successful case study with Kalanova. Alex shares insights on the cultural shifts towards data-driven marketing and the future of AI in creative measurement.

In this episode, Scott Porretti, president of Katz Digital, discusses the evolution of media and advertising, focusing on the convergence of audio and CTV. He emphasizes the importance of an audience-first approach, the role of creative in advertising, and the challenges and opportunities in the CTV space. Scott shares insights on audience targeting, measurement, and the significance of building trust with partners. The conversation concludes with advice for brands looking to navigate the changing landscape of advertising.
Takeaways:
Scott Porretti has been with Katz Digital for 25 years, evolving through various roles.
Katz Digital has a long legacy in media, adapting to changes in the industry.
The company focuses on an audience-first approach to advertising.
CTV and audio are converging, allowing for more targeted advertising.
Understanding audience targeting is crucial for effective advertising campaigns.
Creative plays a vital role in engaging consumers and driving action.
Measurement and attribution are becoming increasingly important in advertising.
Brands are encouraged to work with trusted partners for better results.
The CTV market is growing rapidly, presenting new opportunities for advertisers.
Continuous learning and adaptation are key to success in the advertising landscape.

In this episode of The Sonic Truth, we sit down with Colin Anderson, a seasoned pro in podcast and content production. With a career spanning top roles at SiriusXM, Stitcher, Earwolf, Maximum Fun, and the BBC, Colin has been at the forefront of shaping the podcasting industry. 
The post Beyond the Mic: Scaling, Monetizing & Future-Proofing Your Podcast with Colin Anderson appeared first on The Sonic Truth.

On this episode of The Sonic Truth, we’re joined by Shanil Chande, Commercial & Partnerships Director at Hawk, an Azerion company. Shanil shares his expertise on the latest trends in CTV and digital audio measurement, the biggest challenges brands face in attribution, and how advanced tools like Veritonic are changing the game. We discuss how […]
The post Decoding Omni-Channel Measurement: Maximizing CTV & Audio Performance with Shanil Chande of Hawk appeared first on The Sonic Truth.