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BizReport : Search Marketing : February 19, 2009

Yahoo launches Rich Ads in Search

Five years ago today, Yahoo launched its own search engine. Today, in an attempt to win back paid search from rival Google, Yahoo will launch a new search service for advertisers - Rich Ads in Search.

by Helen Leggatt

After a year or so of testing, Yahoo have today announced the introduction of Rich Ads in Search - display search advertising that will give search ads the benefits of banner ads. Instead of plain text links, Yahoo users will be presented with images and video.

"What the search results look like is a very different experience with rich ads in search versus the text link," said Joanne Bradford, Yahoo's senior vice president for revenue and market development in the U.S.. "There is consistency to the experience, which all advertisers want, and were unable to get until this point."

As Search Engine Land's Matt McGee points out, putting rich media in search ads has been tried before with both Google and Microsoft dipping their toes to a limited degree.

Advertisers using Yahoo's Rich Ads in Search will have the ability to:

- Include search boxes directly into the ad so that consumers can search for a product or store without further navigation.

- Display a company logo.

- Display images and video.

- Insert deep links to pages relevant to the searcher.

According to an article in the New York Times, Yahoo will limit the availability of Rich Ads in Search to "certain large, brand-focused advertisers" that have existing commercials or logos.

Tags: deep links, display search advertising, images, Rich Ads in Search, rich media, search ads, video, Yahoo

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