Anyone who uses Yahoo mail has probably noticed that they serve rich media ads (widget ads). I have been noticing more and more of these, and have been curious why I haven’t been hearing about them more.
Yahoo is apparently working with a few of their larger clients on this, but I have seen some things lately that are interesting to me. Here is one ad from American Express that I am pretty impressed with and features familiar face Seth Godin… (note: I am displaying this ad in a non-intended way here so it may not have full functionality for you, but it does when it is displayed on Yahoo.)
The above ad is very rich, and functional. Yahoo is serving some very impressive ads.
Widget/Gadget ads can do many things. If their usefulness is not immediately obvious to you, consider the options that are becoming available to any search engine (geo data, social data, databases, etc.)
Rich media interactions are creating a third dimension for advertisers that I hope will be understood by them. To advertise effectively online will mean pushing relevant information to your audience.
Widget ads provide unparalleled opportunities to do so.
Yahoo is actually quite on top of this. Impressively so. I look forward to them opening this up more, and working with them on this.