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...Inspiration have more. Ionut explains:

Google uses plusboxes to show that theres a video ad that complements the text and labels them with messages like: watch commercial, watch demonstration, watch testimonial.

The video ad is triggered only after you click on the message and its a small 160x140 video that uses the Google Video player. The ads are very short (around 30 seconds) and they end by displaying a clickable URL to the landing page.

In February, Googles Marissa Mayer told the New York Times text ads are not as effective on pages with search results that include images and video as the eyes of users automatically gravitate to the images more than the text."
(Hmm, while that would explain our little overstyled friend the Google Checkout button, it doesnt seem to explain the current video ads, as " if I interpret Ionuts post right " those need to be expanded by clicking a text link. For now, anyway!) Marissa goes on to say that as Googles main search results include more images, videos and such these days, it is more appropriate ... to have corresponding advertising formats.

Also, the NYT explains that with video ads, the advertiser pays when users click to see the video, even if they never click through to the advertisers site. (Text link based AdWords are only paid when the user clicks through.)

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