An exciting innovation in search has holiday-makers clicking in
Haven Holidays wanted to create greater engagement with consumers thanks to the integration of their TV ad on the Yahoo! Search results page, and to increase the impact of the TV ad in the online environment.
To create engagement and increase impact of TV ad.
Haven Holidays launched a Rich Ads In Search campaign because the innovative format offered them the opportunity to differentiate from their competitors. Yahoo! Rich Ads in Search (RAIS) is a pioneering ad format that boosts brand engagement using images, videos, and multiple direct links to your site, at a scale previously unattainable in the search environment. RAIS uniquely fuse characteristics of paid search and display advertising to give you better control of your message, increased traffic, greater interactivity and impactful graphical elements.
The Haven Holidays campaign saw an increase in CTR of 99%* compared with the average CTR of the brand's Sponsored Search campaign.The conversion rate increased by 10.9% and the average order value increased by 11%*. (* Performance based on 60 day campaign).
"Yahoo!'s Rich Ads in Search (RAIS) combine paid search with rich media and helped Haven to engage with consumers, who are higher in the conversion funnel, typically at the discovery and consideration stages of their research process, far beyond the simple text ad. By incorporating video into our Yahoo! paid search campaign we were able improve CTR by 99% and provide a more dynamic and interactive way for consumers to experience and explore Haven within a hyper competitive and crowded paid search market." Haven Holidays