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Future of Yahoo new search ad platform launch; will it make diffrence!

By Amarendra Bhushan for CEOWORLD Magazine Updated:February 19, 2009

If you remember, five years ago today, Yahoo! launched its own search engine. And tday, it may include images and video in search results. Yahoo is to launch a new search-advertising platform that allows advertisers to add video, images and custom search boxes to their search ads; will it make diffrence or its just a google clone.

Yahoo is expected to announced later today an upgrade to its paid search-advertising platform by integrating image and video results with listings. Rich Ads in Search will expand Yahoo’s results from basic text listings.

The move comes almost five years to the day that Yahoo launched Yahoo Search, its bespoke paid search platform created after its acquisition of Overture.

Tim Mayer, Yahoo VP for search monetisation and distribution, said the move will provide consumers with a fuller search experience and advertisers with more options when running search campaigns. Advertisers seem to spend a majority of their online advertising budget on search ads these days, more so during a recession as it gives them direct and measurable results. Yahoo stuck to its display advertising till now, where it sells boxes and banners on its highly viewed pages.

“It moves the advertising experience from just the blue links to a more engaging experience for advertisers,” he told The New York Times. Yahoo’s move is the latest in its attempts to claw back market share from sector leader Google.

Highlights:

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.

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Hey, first of all thanks for the post! I don't think yahoo ads will be as good as google ads, google ads have been around from quite a long time, it will surely be a tough task for yahoo to even match up with google!