The new ad format combines images and animation to create what Yahoo says is a more entertaining experience. Kraft is the first brand to use it.
Yahoo has unveiled a new ad format, Yahoo Motion Ads, the network revealed on its Yahoo Advertising blog.
According to Yahoo, the ad format "brings images to life, helping brands tell more engaging stories and drive greater awareness with their target audiences."
Yahoo's Motion Ads combine high-quality images with animation to "create high-impact experiences for advertisers that are equally entertaining for readers," the network says.
Yahoo says its Motion Ads are initially available within the Billboard Ad on the Yahoo homepage, as well as on Yahoo's vertical category homepages and the Yahoo login page.
"We believe that when you combine beautiful images with elegant animation, it creates a very powerful form of brand storytelling," Yahoo says. "And when brands have a flexible canvas to design beautiful ads, we see experiences that engage our readers more and ultimately drive higher results for advertisers."
Food brand Kraft is the first advertiser to use Yahoo Motion Ads in a campaign for its Kraft Singles product that uses animation to depict a hot grilled cheese sandwich steaming on the Yahoo login page.
"We are always looking for opportunities to engage our consumers in unique and innovative ways that deliver our news - Kraft Singles are now made with no artificial preservatives," said Brian Gelb, senior associate brand manager of Kraft cheese, in a statement. "Yahoo brought forward a great executional idea and we are excited to be the first brand to launch it."
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT