This idea is archived

CASE STUDY: Haven Holidays integrate TV ad into Yahoo! Search

Provided by Yahoo!
An exciting innovation in search has holiday-makers clicking in impressive numbers

What was the Challenge / Background of the Campaign?

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.

What was the Campaign Objective?

To create engagement and increase impact of TV ad.

What was the Solution?

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.

What were the Results?

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).

What were the Key Learnings of this 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

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsUK Yahoo! audience of 30 million
All adultsBoth
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
Many more ideas on   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service

Search for Ideas



Media Route

Marketing Route

Full Search Options is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service