That's right, talkies have come to the Web. The ad is debuting on popular sites such as USA Today , Lycos , GeoCities , and CBS Sportsline .
Surfers are likely to hear it before seeing it.
They can then click on the ad for more information, complete with sound generated by actors in a studio. But this may be the first time an advertiser has used it in a broad-based ad campaign. Other sound-based ads generally have required the user to download applications or players. The fact that this works across platforms without plug-ins makes it innovative, according to Allison Parker, cofounder of Narrative Communications , which developed the technology for these ads. The key here is you couldn't previously create any ad even comparable to this without a plug-in.