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.
Takeaways:
- Leif Welch brings more than 25 years of experience in ad tech and entrepreneurship
- JamLoop began as a marketplace connecting musicians and brands
- The company evolved into a CTV-focused advertising platform
- Creativity remains a critical driver of business and campaign success
- Technology enables greater transparency and trust in advertising
- Mid-market advertisers are a core focus for JamLoop
- Creative strategies must be tailored to different audiences and outcomes
- Managing and balancing client expectations is essential
- JamLoop offers a self-serve platform designed for scale
Listen to all episodes on your favorite podcast platform:
Chapters
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00:00 Introduction to Leif Welch and JamLoop
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02:55 Leif’s journey in ad tech and music
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05:49 The birth of JamLoop
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08:42 The evolution of JamLoop and CTV advertising
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12:02 Understanding JamLoop’s market position
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14:39 Target audience and business model
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22:43 Launching a performance division
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24:24 The importance of trust in advertising
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25:14 Creative’s role in campaign success
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29:01 Balancing mid-market advertiser expectations
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33:36 Leveraging technology for high-touch service
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39:10 Future growth opportunities for JamLoop
