Yahoo’s Rich Ads in Search is seen as leveraging the company’s leadership in online display ads to augment its search ads. Neither search leader Google nor MSN Live Search offers images or videos with search results.
One of the initial advertisers to use the service is Mars Inc.’s Pedigree dog food brand. A search for Pedigree in the Yahoo search engine produces both the text result as well as an image. When the image is clicked, a video commercial plays.
Yahoo said a Rich Ads in Search pilot program produced a 25% lift in click-through rates.