134) Advertising in the Era of Scroll, Skip & Swipe
In this episode, hosts Sharavana Raghavan and Sudeep Chawla dive deep into a timely challenge for brand builders — how can advertising truly make an impact in the age of reels, shorts, and endless scroll?
Sudeep unpacks the evolving media landscape where attention is fragmented, competition is infinite, and algorithms feed our every instinct. As digital platforms shift the power entirely to the consumer, the conversation explores how marketers can still create meaningful, memorable brand communication.
They discuss:
- The Reels Effect: How today’s always-on content culture has reshaped consumer attention spans — and what that means for advertisers.
- Attention is Just the Start: Why grabbing attention isn’t enough — brands must now win attention and leave a lasting impression.
- Why Storytelling Still Wins: Even in a six-second world, the timeless power of storytelling — when done right — still holds.
The Four Pillars of Effective Modern Advertising:
- Purpose-First Messaging: Tell stories for the right reasons — not just to sneak in your proposition.
- Build a Believable World: Don’t target demographics — create settings and narratives that emotionally resonate.
- Emotion Over Product: Ads that lead with emotion, not features, are far more memorable.
- Keep it Real: Authenticity beats polish — especially when your audience consumes raw, creator-led content every day.
KEY TAKEAWAYS:
- Ads Must Earn Their Place: In a sea of content, only emotionally resonant and authentic ads cut through.
- Storytelling is a Long Game: Tactical messages may trigger action, but stories build brands that endure.
- Real > Perfect: Today’s consumers connect more with raw, real, and transparent communication than glossy productions.
- The Medium is Not the Message: A great story can work at any length — whether 10 seconds or 90 — if it’s compelling and true.
QUOTES:
“Consumers today are reeling under the effect of reels.”
“Don’t fall in love with your product. Fall in love with the emotion your brand can evoke.”
“If you’ve reached a stage where Facebook needs to teach you how to make ads, God help you.”
“You don’t need 90 seconds to tell a great story — you just need conviction.”
Whether you’re an emerging brand or an established player trying to stand out in a scroll-happy world, this episode will help you rethink how you show up in the feeds of your future customers.
As always, send your feedback and topic suggestions to mail@cobbcast.net!
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
CONNECT WITH OUR HOSTS
Sharavana Raghavan on Linkedin
FOLLOW US
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
