Dive Brief:

• Yahoo is rolling out Motion Ads, which add animation in small and clever ways in an attempt to tell a better brand story. 
• The first brand to test out the new ad product is Kraft, for which the ad below is displayed on Yahoo's blog as an example. 
• Yahoo Motion Ads are available so far as a billboard ad on Yahoo's homepage, on vertical category homepages, and on the Yahoo login page.

Dive Insight:

There is certainly an appealing novelty to the animation in the Motion Ads, bringing life to what would otherwise be basic images. The trick is going to be sustaining that novelty or appeal in the long term. Eventually, the animation could morph into being yet another feature offered in a variety of ads. Kudos to Yahoo for moving to innovate with this type of ad.