Consumers pay more attention to online video and audio ads than they do to banner ads.
Also, Internet-only audio channels are challenging radio stations online for listeners on the Internet. Streamies are an ideal online target for advertisers according to the study. Consumers are using streaming media in growing numbers. They say they are ready to accept webcast advertising in exchange for free programming and streamies are a highly valuable and influential target for advertisers. This study provides powerful reasons why broadcasters need to seriously consider 'side channel' programming scenarios especially for stations who target the younger audience.