I think that's what branding's about. If I run a big promotional campaign that's with the objective of branding, and then a week after the campaign runs, I call up some people or find out through a service how many people remember that banner and was it a positive or negative experience, blah, blah, blah. I think that that's going to be proof to my client that I'm being effective or not. And with the avalanche of old-style banners on today's websites, people are more likely to respond to something new and interesting, like rich media, as long as it doesn't interfere with other activities they use their desktops for, like surfing the Web. According to audio advertisers, that's fine with them.
Surfers can go wherever they want to on the Web, and still hear their banners.