Google serves up video ads with search results

As part of Google’s Universal Search development, they have begun testing video ads to add to the current mix of text and image links served up with search results.

by Helen Leggatt

In what would appear to be a natural progression, Google is testing the inclusion of video ads to enhance their current search offering. The market for online video is set to soar this year in the face of a maturing market for text ads.

“We don’t want all sorts of video and banner ads all over the site all the time,” said Marissa Mayer, Google’s vice president of search products and user experience, in an interview with the New York Times. “People who advertise a movie want to show a trailer. Why shouldn’t they have the same format we use for search results and have a little plus box that says watch the trailer?”

Ms. Mayer went on to describe how links to video ads would be denoted by a symbol, such as a plus sign, instead of cluttering the search results page.

Recent reports suggest that the video ads will be integrated with the AdWords network and run on a cost-per-click basis. Advertisers will be charged if an Internet user clicks to watch a video ad, even if that user doesn’t proceed on to the advertised website.

Tags: CPC, Google, online video, search marketing, Universal Search, video ads

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