Yahoo! has launched a series of "extraordinary" integrated ad campaigns on its sites to support the US premiere of landmark television series Life on the Discovery Channel.

It is the first time ever that "floating" internet marketing has taken over the Yahoo! homepage, the search engine said.

Among the promotions is an animated praying mantis that crawls across the site to a tree frog’s poll on the other side.

The Yahoo! Sports page also featured a digitally rendered chameleon on the day the first episode of the 11-part series aired on March 21st.

Furthermore, the Discovery Channel has become the first advertiser from the entertainment industry to use Yahoo!’s Rich Ads in Search product. This invitation-only service allows marketers to add images, video clips and custom search boxes to their pay per click marketing.

Life, which explores the diversity and adaptability of the planet’s animals and plants, took around four years to make.

The series was broadcast in the UK by the BBC.

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