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February 19th, 2009 
murrc2 
It has been said today in various blogs and papers including the New York Times that Yahoo will start adding video and images into their paid search advertisments. It is a blod move by Yahoo whos`s primary source of ad revenue was display ads. The market shift has seen Yahoos display ad revenue drop on the last quarter of 2008 by 2 percent while searches have increased by 11 percent. It is easy to see that Yahoo are trying to regain a lot of the ad share from Google but as Monty from monty mega markting says ¨will they be successful at it?¨
“Video is always more powerful than just words on the page,” said John Anton, the marketing director at Pedigree. “It’s definitely compelling to us to have options like this, where, when you type in ‘Pedigree,’ you get more than just the words, you get the video itself.”
Yahoo currently run this feature but for a monthly fee. They allow companies who have video ready for example Pepsi or home Depot. They have seens Click throughs up by 25 percent.
Carol Bartz, Yahoo’s new CEO, said in a conference call last month that “everything is on the table”.
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 additional navigation. Esurance’s listing lets users enter their ZIP codes from the results page for insurance quotes.
Show their logo, which enhances user trust.
Rich Ads in Search is currently by invitation only, but we will update you as it opens up to more of our brand advertisers. In the meantime, start thinking of what your search ads could do for you.
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