- Yahoo's Motion Ads — launched in March — are leading to higher sales and increasing positive brand association, according to a test run from Kraft.
- After being one of the first brands to try Motion Ads, Kraft has seen 77% more related keyword searches.
- Brand favorability among men went up 11% and women were 7% more likely to buy Kraft products after seeing the ads.
The addition of small amounts of motion to display ads seems like such a subtle change that it wouldn't make much difference. Of course, the data doesn't compare the Motion Ads to traditional display ads on the same Yahoo sites, so it's not possible to tell if the motion is really what is effective. Either way, Kraft's experience does set a good example for the product.