The AA has a history of leading the way in the digital space and, therefore, immediately viewed 'Yahoo! Rich Ads in Search' as a fantastic opportunity. They were already running a very strong paid-search campaign through their agency iProspect. RAIS presented the opportunity for The AA to take their search advertising activity one step further and utilise an eye-catching rich ad format.

- Increase brand traffic - Increase PPC brand CTR - Increase PPC brand sales - Push competitors to the side of the search engine results page - Give customers a richer experience, compared with usual text brand ads - Make the customer journey more accessible by using site-links - Test different images/messages to optimise and tweak performance

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.

Yahoo! brand clicks have risen by around 150% over the six months that The AA have been running RAIS, compared with clicks before the format was utilised. Incremental sales from Yahoo! activity increased in the first month that The AA's RAIS campaign was running.

In The AA's Own Words: "We have been running Yahoo! Rich Ads in Search (RAIS), since August 2011. By using RAIS, we have been able to increase brand traffic to the site. We have also been able to pre-empt user behaviour, by sending traffic directly to the correct part of the site through the use of site-links."