The "Wow" factor that accompanied the introduction of streaming media on the Web has long passed, and the technology now has to prove itself to marketers. Its' acceptance by advertisers, in conjunction with other rich media technologies, is on the upswing, but it's still not widely used to enhance commercial sites.

Companies trying to do business on the Internet are bombarded with marketing advice. Go to your target market. Promote your brand. Develop a web "community." Publish a Zine. All of it, good advice. But shopping carts are still being abandoned at an alarming rate, and conversion has become the most important web statistic.

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