Breaking through the noise with sound

David Blair

Describes a test showing that adding sound to on-line advertising increases its effectiveness, provided the audio is relevant to the ad and the target.

Breaking Through The Noise With Sound

David Blair BabyCenter

Like most online publishers, BabyCenter is constantly on the lookout for new techniques and technologies to enhance the value delivered to our advertiser partners. As a result, we've been taking a long, hard look at the impact that audio-enhanced rich media has on the delivery of advertiser objectives especially to our core audience of pregnant women and new moms.

As part of our evaluation, we conducted a research study in the summer of 2003 to measure the impact that online audio...

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