Executive Summary (This is a document excerpt)

Some search marketers are experimenting with new ad formats — what Forrester calls rich search ads — that can include product images, promotional videos, and interactive forms. But search engines have limited access to trials of rich search ads to a few brands, and there is not enough results data available to tell how these ads will perform over time. Forrester recommends investing significantly in rich search ads post-recession. To lay the groundwork for rich search ads, start by tasking your agency with determining the value of rich search to your brand and earmarking a percentage of your display budget and existing creative assets to go to rich search ads.

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