Ramanathan Vythilingam

speaker

390 appearances 1 recordings 1 series first heard Jul 2026 last heard 13 Jul

Ramanathan Vythilingam’s voice in public audio — every appearance, attributed to the second.

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Recordings per month over the last 12 months — 1 in all, peaking in Jul 2026 with 1.

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So it ultimately is looking to improve the chances of that happening at every single stage.

And like you also mentioned, majority of advertising is going to be interruption advertising.

I am on TikTok not because I want to engage with brand content.

I am there for entertainment, maybe.

I'm on YouTube for information and education, maybe.

I'm on Facebook because I want to connect with friends and family, maybe.

So I'm not on those platforms to engage with marketing messages, but marketing messages is what allows me access to all those services for free.

And therefore, majority of advertising is something I'm going to activate.

Avoid because it's interrupting me from what I'm there on that platform to do.

But effective interruptive advertising still works because that's when you got to be clear on content consumption behavior.

How do you still catch attention and be relevant in that moment when people are trying to avoid you?

And one of the best things I've heard in the last year or so is this idea that came through, I think it was in Cans of last year, where

Analytic Partners and Dr.

Grace Kite.

They talked about this lots of literals.

Brands are built with small amounts of attention that aggregate over time and across channels and touch points.

They don't get built by sustained attention in one touch point.

Right.

So I might have a 30-second video.

I should not expect that anybody will watch it for the full 30 seconds.

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