With bandwidth and speed, advertisers don't face the same delivery problems as in the at-home market. With the advent of DSL and DSL services and cable modems, there is a speed elite, if you like, that it doesn't matter to them. And if you're targeting those people with your rich audio and video banner ads, then you might be able to reach that audience better. Tom Des Jardins is the CEO and CTO of Lightningcast, a company whose goal it is to become the DoubleClick of streaming media. Des Jardins argues that audio does work for Internet advertising, on a number of levels.
Audio advertising stands out from the desktop.
Banners and those sorts of things, people automatically discount them visually. They don't pay attention to them. An audio ad is inserted into the songs and the things that you're really paying attention to. You're paying attention to it. Visually, you can pay attention to a lot of things and your eyes discount them.