In today’s fragmented media landscape, reaching audiences isn’t necessarily the hard part, but getting them to remember you is.

In this episode, Innovid's Meg Coyle sits down with Scott Weisenthal from Comcast Advertising to explore what it really takes for brands to break through the noise. They discuss why marketers should move beyond the goal of simply “standing out” and instead start with a more fundamental question: What do you want your audience to do, and why should they care?

The conversation explores the power of shared cultural experiences, from live sports to major entertainment moments, and why personalization doesn’t have to come at the expense of connection. Scott also shares his perspective on the difference between attention and memory, explaining why the most effective brand experiences move audiences from “I saw it” to “I remember it” to ultimately “I choose it.”

They also dive into the growing importance of trust in an era of misinformation, why TV environments can feel more authentic than social platforms, how marketers can better understand audiences beyond broad generational labels, and what remains consistent across generations when it comes to purchasing decisions.

In the first ever episode of The Resonance Factor, host Meg Coyle sits down with Jen Berg of Xumo to unpack how marketers can break through the noise in an era of endless choice.

From streaming and FAST channels to social media and AI-powered discovery, consumers have more ways than ever to find content and more reasons to feel overwhelmed. Jen shares her perspective on why discovery is becoming just as important as content, how advertisers can balance reach with relevance, and why a premium ad experience needs to complement premium content.

They also dive into the tension between short-term performance and long-term brand value, the risks of over-targeting, and what marketers may still be getting wrong about attention.