It’s been a long time coming, but we’ve long seen it coming down the pike: Google’s got video ads in search engine results pages today. Danny Sullivan has long said that Universal Search, with its integrated video in SERPs, was just the first step toward video ads in the sidebar and above the natural results. Just last month, Marissa Mayer was talking about video ads with the New York Times.
And now they’re live: but Google’s approach is still “delicate,” as Mayer said it would be. Video ads are appearing on select queries as plus box results accompanying a regular text ad. The plus box text has read “Watch commercial,” “Watch demonstration” and “Watch testimonial.” (Any guesses which of these might convert the best?)