Starcom launched a Rich Ads in Search campaign on Yahoo! Search for their client Europcar (Europcar.co.uk), aiming to capture active interest generated by the TV campaign, increase brand awareness, recognition and increase brand visibility among competitors and aggregators bidding on the Europcar brand.

To capture interest generated by the TV campaign and increase brand awareness.

Yahoo! Rich Ads in Search (RAIS) is a pioneering ad format that boosts brand engagement with 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, interactivity and impactful graphical elements.

Visibility: Core brand term "Europcar" saw an increase in click volume of 56% and an increase in CTR of 52% during the RAIS campaign (based on a five week average pre-campaign, against the first five week average during campaign for the high volume term "Europcar" only). Performance: The brand activity in general saw an increase of 45% in revenue generated, and an increase of 45% in total number of conversions during the RAIS campaign (based on the comparison of brand campaign activity with the first 31 days of the RAIS campaign).

In Their Own Words: "Yahoo! Rich Ads in Search have helped Europcar to stand out from the competition in the crowded car hire market search space. The increased visibility significantly improved the click-through rate and contributed in achieving the commercial goals for Europcar" Starcom MediaVest Group.