Alexandria, Va.--According to new research conducted for Lightningcast Inc. by DoubleClick Inc.'s Diameter research division, audio advertising proved effective in building brand awareness online. The research tracked results of audio ads delivered by cellular carrier Lightningcast to users over the Internet during a one-month period. The objective was to study the effectiveness of the ads on brand and advertising awareness, advertising recall and intent to use the service. Based on the research, ad awareness increased 64% and ad tagline recall increased 60%. Also, Web users exposed to the audio ad were 14% more likely to choose the cellular carrier when considering a wireless service provider. The ad's impact was greatest, at 11%, among people who had heard the ad within a week of being surveyed.