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Is this the first time they've done a (assumed) CPM deal to show an ad at the bottom of the SERPs?
Hollywood bucks have been hard for Google to sell because of their uncluttered SERP pages, something Yahoo could easily do from their properties. New revenue stream.
But, if I search for Da Vinci [google.com], up pops a Google sponsored Adword for the contest in the sweet spot (wonder how they managed that?), a "New! Crack the Code" teaser (guess they aren't too sure of the power of the Adword ad just above it), and a one box to find a theater.