Yahoo! has brought video and images in their paid search ads. This move will surely benefit all the users as they will get a short demo or screenshot of the product that they want to buy from the Internet world. Yahoo! is surely trying to have an edge over other search engines, especially Google who has definitely far more exciting revenues.
"Yahoo! has been testing a new service that lets advertisers add video, images and custom search boxes to their search ads. The results are ads that can combine the relevance of search with the impact of rich media. A small group of advertisers tested it in the fourth quarter of 2008 and saw click-through rates rise by as much as 25 percent. TheyĂ˘â‚¬â„˘ve also seen improved brand exposure and conversion rates."
Here is a screenshot of an example dubbed in the article for Ă˘â‚¬Ĺ“PedigreeĂ˘â‚¬Âť (that's a dog food):
Ă˘â‚¬Ĺ“Video is always more powerful than just words on the page,Ă˘â‚¬Âť said John Anton, who is the marketing director at Pedigree. Ă˘â‚¬Ĺ“ItĂ˘â‚¬â„˘s definitely compelling to us to have options like this, where, when you type in Ă˘â‚¬ËśPedigree,Ă˘â‚¬â„˘ you get more than just the words, you get the video itself.Ă˘â‚¬Âť
It is a paid service (companies have to pay a monthly charge for it) and is currently limited to a pilot for extremely popular and big budget brands who already have their videos ready to go online!
Ă˘â‚¬Ĺ“What the search results look like is a very different experience with rich ads in search versus the text link,Ă˘â‚¬Âť said Joanne Bradford, YahooĂ˘â‚¬â„˘s senior vice president for revenue and market development in the United States. Ă˘â‚¬Ĺ“There is consistency to the experience, which all advertisers want, and were unable to get until this point.Ă˘â‚¬Âť