Shortly, Yahoo introduces a new type of search advertising that integrates images and video in paid listings. They call this Rich Ads in Search and claim that “it moves the advertising experience from just the blue links, to a more engaging experience for advertisers” and it creates a “consistency to the experience, which all advertisers want, and were unable to get until this point”.
Yahoo tries to get back market share from the market leader google with this new concept and I think this is an interesting idea/development and somehow might be successful as according to Yahoo, some advertisers in the pilot program saw an improvement by as much as 25% in click-through rates. I am, as many others, a typical google user and will probably only experience this new style of advertising when google also introduces it. I am getting more and more interested in online advertising - at the beginning I thought that things are already settled and that there is not too much development, but now I get the impression that there are still a lot of great ideas out there that we will see in the future.
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