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"A horse is a horse, of course, of course, his name is Mister Ed!" Do any of you remember that silly jingle from the television show?

That's not really important anyway. What IS important is that Ed, the talking horse, was quite a phenomenon back in the 60's. Ed talked, reasoned and displayed traits unlike any of his animal brethren.

There is a lesson here, of course. Millions of people watched Mr. Ed every week just because he WAS different. And that leads us right smack-dab into a discussion about your banner advertising campaigns.

Those poor maligned banners. Once the darlings of Internet advertisers, they've really been getting bad-rapped lately due to their failure to lure web surfers into clicking-thru and creating sales. But is it the fault of the banners or have they become so ubiquitous that the surfer hardly notices them? Why don't we make those banners so inviting and entertaining that users won't be able to click fast enough?

I think that content providers are too focused on consumers as "sets of eyeballs." We need to look at these people first as users and, secondly, as members of our online audience. And audiences have come to expect advertising wrapped in a very entertaining package. An essential part of that package is streaming audio.

Streaming audio has become a whole new industry for the Web. As more and more people listen to music online and web-based radio, advertisers are taking notice. These listeners, fondly called "streamies," are devoted Internet users and active online shoppers. They are a valuable audience as they're 70 percent more likely to have made an online purchase than a non-streamie. Arbitron Internet Information Services says that streamies are quite ready to accept web advertising in exchange for free programming, and they're more receptive and influential targets.

How can we begin to use these statistics to leverage the effectiveness of banner ads?

Java based audio presentations can be fully integrated into your banner advertising. Why Java based, you ask? Most important is the fact that no plug-in or complicated player installation is required on the part of the viewer. (The "impulse to click" is not thwarted by the user having to take additional actions.) The size of Java files are relatively small as well thereby minimizing the page load issue. And, because Java is cross platform, you can be comfortable knowing that the majority of visitors will be able to enjoy the presentation. Java is versatile and works well with almost any application.

What can be done with these banners? Audio can be synchronized with your banner images and text to deliver eye and ear pleasing messages. Slide shows can be placed within the banner. Relevant product information can be imparted quickly and effectively before the visitor is ever asked to click through to the website. Special offers and promotions can be referenced to entice the shopper. No longer are viewers merely spectators; they are active participants.

Interactive audio banners provide the consumer with the ability to listen to more detailed information and even to initiate the buying function directly from the banner itself. This really helps to capture that "impulse" buyer right at the time he's most anxious to buy. Because it's interactive, a web visitor can directly respond to it.

The power of audio should not be underestimated. People would still rather hear about something than spend time reading or sorting out passing images. Keep in mind that museums and other institutions have offered tours for years that are accompanied by audio scripts designed to educate the visitor yet allowing the eye to roam freely and absorb the creative on an individual basis.

Audio banners can also add a personal appeal to the visitor. Use the banner to tell a story about the product or service that invokes an emotional response. Talk about the product's benefits to the consumer and how the product will improve his life/work/relationships. Use the banner to whet people's appetites for additional information. Never lose sight of the fact that people make buying decisions based on emotional reasons and design your banner presentation accordingly.

It is far too early for any of us to dismiss the banner ad as an idea whose time has past. We have to step back, take an objective view, and start thinking about how we can make them more than just billboards. As the Internet leaves its infancy and enters the "toddler" stage, we need to remind ourselves that we're still dealing with a new medium. And that this new medium is still largely unexplored.

About the author:
Ronni Rhodes is the owner of WBC Imaging, an Internet company that specializes in web site enhancement utilizing streaming media technology. With her husband, Don, a broadcast engineer, they work with companies to incorporate streaming as part of successful and meaningful sales and marketing programs. Please direct all questions and comments to: Ronni@wbcimaging.com 520-742-5780 http://www.wbcimaging.com