Yahoo! successfully used in-text advertising for their Yahoo! Answers branding campaign and subsequently made in-text the sole vehicle to deliver their tactical campaign. Drawing on their database of real user questions, a bespoke unit was created that positioned questions against relevant words within appropriate web content. For example, “how do you cook pasta?” was placed against the highlighted word ‘pasta’ and users were offered relevant and convenient information from Yahoo! Answers as well as the opportunity to post their own answers. The campaign ran across 12 sectors, delivered nearly 400,000 clicks and exceeded CTR expectations with some sectors reaching 9%.