Yesterday Yahoo! announced that they will now be including videos, images and custom search boxes in their paid listings to create what they are calling “Rich Ads in Search.”
This new ad format, which has been in testing for the past year, is aimed at increasing not only brand exposure, but click-through rates and conversion rates. Advertisers in the pilot test have experimented with adding logos and videos in an effort to increase brand messaging, placing deep links to more targeted pages to increase conversion rates, utilizing zip code search boxes to give accurate price quotes, and more. Adding to the credibility of this initiative, test clients are major brands from multiple industries including Pepsi, Home Depot, Pedigree, Esurance, and ad agency Razorfish.
These ads are like bringing Google’s Universal Search concept to paid search listings, and due to the control factor of paid search, the possibilities are endless. However, it must be noted that both Google and Microsoft have experimented with a similar concept in the past. Will Yahoo! excel where Google has yet to? Only time will tell. Currently, this program is invite only, but plans to have this opportunity more widely available to advertisers seem to be on the way.