Streaming Audio Increases Banner Productivity

  |  April 27, 1999   |  Comments

Since adding streaming audio technology to its banner ads,, Inc. said its clickthrough rates have seen a fivefold increase.

Since adding streaming audio technology to its banner ads,, Inc. said its clickthrough rates have seen a fivefold increase., formerly Intellipost, incorporated streaming audio from AudioBase, Inc. into ads for its direct marketing campaign, using AudioBase's Java-based range of services. Bernie Yu, director of membership marketing at, said the company was looking for a new way to attract audiences to its banners.

"When revamping our banner ad strategy, we were looking to give our viewers an enhanced, multi-sensory experience using technology that would not slow Web sites and that would provide strong return on investment," said Yu. "AudioBase allowed us to seamlessly introduce audio in our banner advertisements at minimal cost, and click through rates for these ads have increased up to five times." operates MyPoints and MyPoints BonusMail, integrated direct marketing services that reward consumers to read and respond to relevant offers on the Web and by email. The company makes use of AudioBase's library of audio clips and compositions, said David Haynes, CEO and co-founder of AudioBase.

"AudioBase's 15,000 licensed audio compositions and custom multi-lingual voiceover capabilities allow online marketers to get rich media-enabled campaigns up and running with minimal lead time and up-front expense," he said.

"As shown by, audio-enabled advertisements not only encourage Web users to take action, but provide companies with an easy and cost-effective way to better educate, entertain, and retain Web site visitors."


Pamela Parker

Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.

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