Yahoo! Tests Rich Media Ads in Paid Search Listings

Yahoo! has been testing rich media ads in their paid search listings. Thus far, the program has been available to a small group of advertisers and seen by a small group of searchers.

The ads can include video, images, or a custom search box.

The results are promising. Advertisers testing the rich media ads saw click-through rates rise as much as 25% in the fourth quarter of 2008.

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