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Yahoo refurbishes web search; plans new advertising formats

Yahoo Inc has refurbished its internet search service and renamed it as Search Direct which senses queries and showcase answers from movie listings to weather forecasts, even as users are typing in a word. The service displays answers to queries in a pop-up box which change in real-time as a user continues typing in a search term. The company is also talking to advertisers about new kinds of graphically rich ad formats and video ads that could appear inside the Search Direct box.

Yahoo Inc has refurbished its internet search service and renamed it as Search Direct which senses queries and showcase answers from movie listings to weather forecasts, even as users are typing in a word. The service displays answers to queries in a pop-up box which change in real-time as a user continues typing in a search term. The company is also talking to advertisers about new kinds of graphically rich ad formats and video ads that could appear inside the Search Direct box.

The idea of Search Direct is to provide answers to search queries based on content in Yahoo’s archive of in-house and licensed content, rather than links to outside websites. The service offers answers in 15 categories including sports, movies and weather, with more to be added in coming months. Search Direct was launched in the United States on Yahoo’s main search page on March 23, 2011, and will gradually expand to the other parts of Yahoo.com, including its home page.

“People are looking for answers and they’re not looking for links. Over the course of the next couple of months, we are probably going to see some of these ideas at play,” Shashi Seth, senior vice president, Yahoo Search and Marketplaces, has said.

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