Yahoo! introduces image- and video-capable search ads

Yahoo! introduces image- and video-capable search ads

Yahoo! is introducing a new type of search advertising, called Rich Ads in Search, that integrates images and video in paid listings. The company said it has tested the offering with companies such as Pedigree, Staples, Pepsi, and Home Depot. A Yahoo! search for dog food company Pedigree, for example, will result in a light-blue box at the top of the search page containing an image from a Pedigree commercial, which plays when clicked. A Rich Ad in Search can also include a search box asking the searcher to enter his or her ZIP code, which will take him or her to the section of the geographically relevant advertiser's Web site. Yahoo! is charging a monthly fee for the service and is not using the auction-based pricing like most search advertising. The company said some advertisers in the pilot program saw an improvement of as much as 25% in click-through rates.