Yahoo is introducing a new type of search advertising that integrates images and video in paid listings, the company plans to announce Thursday.
Search advertising typically shows only text advertisements and links. Marketers usually devote part of their online budget to search — which shows text-only advertisements and links — and part to display, the banner and box advertisements that show images or video.
By introducing video and images, the new offering from Yahoo, called Rich Ads in Search, gives search some of the advantages of banner advertisements. “It moves the advertising experience from just the blue links, to a more engaging experience for advertisers,” said Tim Mayer, the vice president for search monetization and distribution at Yahoo.
Yahoo has been trying to win back paid search advertising from the market leader, Google. Yahoo’s market share in paid search has fallen from 13.8 percent in 2004, to 10.5 percent this year, according to the research firm eMarketer. In the same time period, Google’s market share has more than doubled, from 32.8 percent in 2004, to 67.7 percent this year.
Yahoo’s strength has been its display advertising, where it sells boxes and banners on its highly trafficked pages. However, as the recession has deepened, many advertisers have shifted money to search, which gives them direct, measurable results.
Source: NY Times
Thursday, February 19, 2009
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