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Tuesday, February 24, 2009

Yahoo New Rich Ads - Too little, Too late?

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Yahoo! (NASDAQ:YHOO) has developed new tools that empower advertisers to control their display ads. Users can customize their ads according to the terms used in the search engine, or the websites the user has visited. Another tool will allow them to choose the day,time and demographic their ads appear, reflecting the same model used for TV and Radio.

 Yahoo's search marketing blog claimed a 25% rise in click-through
rates during tests in the fourth quarter.The rich ads program is being shared with Pedigree 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.

Michael Walrath, the senior vice president of Yahoo's Advertising Marketplaces Group told Rueters what we already know: "Marketers are looking for increased accountability for every dollar they spend."

While it's encouraging to see proactive developments from Yahoo, their arch rival, Google (NASDAQ:GOOG), is several years ahead. Time will only tell if these new rich ads can become a viable competitor to Google Adsense.

By Matt O'Hern at 03:57 PM | Comments (0)

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