Yahoo rich media search ads

With its new Rich Ads in Search program, Yahoo is allowing advertisers to include images, video and even site search forms with their search ads. By offering advertisers the ability to use rich media, Yahoo claims that some have seen their "click-through rates rise by as much as 25 percent." But is this at the expense of the user experience? Obviously, the use of images and video will make ads more noticeable to users, who will in turn be more likely to click on them. In the end, Rich Ads in Search's viability will come down to ROI. These ads have to not only deliver results beyond clickthroughs, they have to deliver results when the cost of producing more creative is factored in to the equation.