The New York times ran a recent article explaining how Yahoo is launching a new service called Rich Ads which introduces video and images to the paid listings (either on the side of the page or on top of the organic listings.) “It moves the advertising experience from just blue links to a more engaging experience for advertisers” says Tim Mayer VP of ‘Search Monetization’ at Yahoo. It is also designed to replace falling display ad revenues at Yahoo.
It will be interesting to see if Google follows suit. Google has already introduced images and video to organic listing as part of their universal search. It will also be interesting to see if this new attempt at getting viewers attention will cause ‘banner blindness’ to metastasise to other parts of the page – like paid listings. Search results pages will now start to get busier and have the potential to turn into what one industry insider referred to as ’a mutant marriage of search ads and display’
The upshot of this new trend is that online video and rich media advertising and promotion will become an even more important part of the marketing mix.
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