Yahoo on Thursday livened up ads posted with search results, adding videos and pictures to advertising that previously consisted solely of uninspired text.
Yahoo said that it had been testing a new service that lets advertisers add video, images and custom search boxes to their search ads since the the fourth quarter of 2008.
The compamy on Thursday expanded Rich Ads to an invitation-only service and said it plans to eventually open it to all advertisers.
Yahoo has been battling to improve its fortunes in an Internet search advertising market ruled by Google. Rich Ads can feature custom search boxes along with video or pictures so potential customers can scour the Internet for store locations or other information without steering away from advertisements, Jeff Sweat wrote at Yahoo's marketing blog
Rich Ads are being used by pet food merchant Pedigree, insurance firm Esurance, and ad agency Razorfish, according to Yahoo.