Streaming Audio Increases MyPoints.com Banner Productivity
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Since adding streaming audio technology to its banner ads, MyPoints.com, Inc. said its clickthrough rates have seen a fivefold increase.
MyPoints.com, 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 MyPoints.com, 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."
MyPoints.com operates MyPoints and MyPoints BonusMail, integrated direct marketing services that reward consumers to read and respond to relevant offers on the Web and by e-mail. The company makes use of AudioBase's library of audio clips and compositions, said David Haynes, CEO and co-founder of AudioBase.
"As shown by MyPoints.com, 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."