Dale Johnson_

Why Do Traditional Advertising Formats Fail on the Web?

There is a way to engage the searcher without alienating him.
Our system will play a 5 to 8 second audio ad, which will steer the searcher to say a mushroom grower’s website. So our searcher hears the ad once. Now the searcher continues to click on the various sites he is seeking info from. Once again he comes to a site where one of our opted-in Pay-Per-Play websites has allowed the plays to occur. Now you as the buyer of the ads have the option to tell our system to play the same ad again or play a similar ad to steer the searcher again to your site. So the mushroom website advertiser can opt to play the same ad three or four times at three or four different websites. How we do this is unimportant. Why do we do so? It dramatically impacts the focused listener. Searchers have now heard the same ad on three different websites as they were doing research on a subject that they wanted information on now. They are not doing something else. They are present, focused, and the audio ad is contextually related to what they are searching for. Will it have impact? Absolutely and unequivocally yes. We believe that we can achieve the action that you as an advertiser want that potential customer to do. Instead of taking 20 listens to get that action to occur from a radio station, we believe we can bring it down to 6 to 8 listens for it to occur on the Internet.
It works well as the searcher opts to open the new page by hitting a keyboard key. The advertiser can offer the user either a direct opening of his web page or the opening of our keylink mini window which offers a clickable link to his website. The searcher can continue on with his search by simply closing the mini window, or he can open it. The net effect is the advertiser got an audio branding ad to point attention to his brand. The searcher got offered something that was already pertinent to his search so the ad intrusion was really not irritable. If the seacher clicks onto the ad and goes to the advertiser's page, then the ad is equal to Google Pay Per Click advertising. We can give Super Bowl advertising numbers weekly with this system. Dale