Yahoo has introduced a new advertising initiative called Rich Ads in Search that allows advertisers to add video, images and custom search boxes to their ads.
Yahoo hopes its Rich Ads in Search will help it to better compete in the paid search market with rival Google.
The company says a small group of advertisers tested Rich Ads in Search in the fourth quarter of 2008 and saw click-through rates increase by 25 percent along with improved brand exposure and conversion rates.
The Yahoo Search Marketing Blog provides more details. "The Rich Ads in Search program is being shared with a small number of brand advertisers such as Pedigree and Esurance and agencies such as Razorfish." The program lets advertisers:
Post images and video, which can increase the branding impact of search advertising. Pedigree has added video to its campaigns, for instance.
Create deep links to relevant pages, which can help drive conversions directly from the Yahoo! search results page.
Include boxes within the listing that lets users search for their desired product or a store location directly without addition
Publish Postal navigation.
Esurance's listing lets users enter their ZIP codes from the results page for insurance quotes.
Show their logo, which enhances user trust.Right now the Rich Ads in Search program is available to advertisers by invitation only.