February 20, 2009 by Trent Morgan
Yahoo is today set to announce that it will be offering a new type of search advertising which will include both images and video in its paid listings. Traditionally, search advertising triggers only text ads, the venue for more elaborate video and text-based ads is thought to be banner, box and display advertising, where there is more room to get creative.
Yahoo’s attempt to challenge that logic with this new carrot for advertisers has caused debate in the Pay Per Click advertising world as to whether or not this will be an effective marketing tool and even whether it will turn people off Yahoo as the advertising becomes more and more invasive.
This is exactly the kind of bold move that Yahoo need to try to rest back some search business from Google. Over the last few years they have become very much the poor cousin of Google in terms of search advertising with many PPC companies not even offering advertising over Yahoo. It’s not hard to see why – Google offers a many times the number of exposures than Yahoo and their client support and management software is much better.
Having said that, this initiative will probably attract a decent number of curious new advertisers, but they’ll only stick around if it actually works.
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- Yahoo Sponsored Search introduces Geo-Specific Ad targeting
- Yahoo revises its product strategy
- Yahoo Introduces Latest Interactive Advertising Product for Tablets
- AOL focuses upon video optimisation for SEO
- Yahoo Publisher Network is to be shut down – surprised?
