One key factor for a company to be successful in this highly competitive world is to let the people or target market realize that they exist first, this is called advertising. Companies usually spend thousands or even millions of dollars in advertising their products or service. Now, they have multiple forms of media to choose from in order to advertise what they have namely print, radio, television and the newest addition, the internet. The last form of media mentioned has quickly become very popular among companies to advertise in because it is very accessible, it is cheap and they can easily reach their target market.

In the process of developing the World Wide Web or the internet, it has now incorporated radio as well. Having both accessibility of the internet and the efficiency of radio, advertising through this medium will surely pay dividends because of its mainstream popularity. It has been estimated that in 2003 internet radio advertising grossed at around $50 million, in three years time it has increased tenfold to $500 million. This basically summarizes the fact that the internet radio or also known as webcasting is part of mainstream culture.

Another strength of radio advertising on the internet is the fact that diverse groups of people listen to these stations. This means that companies can easily target certain classes, groups of people and culture to listen to their advertisements. Accuracy is greatly with the use of this type of advertising plus its cheaper compared to most other forms of media.