And a lot of people experience streaming media and they aren't necessarily even aware of it. For instance, Real Player technology has been around for a while, and people don't really pay attention to the fact that they're getting music or video being delivered to them in a stream or in a sequential fashion. It's not like you've been handed a tape and told to play it. Instead, it comes down to you live, just like your radio or your television. Now, Lightningcast's new technology allows streaming media for on-line publishers, to integrate targeted, audited advertising right into the existing content.
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.