Searchviews actually reported on the new ad format earlier this summer, noting that it would be most useful for brand advertising, as opposed to generating site traffic. Google gets paid if a user watches a clip for more than 10 seconds or clicks on the link.

It’s the latest sign that Google is moving away from only offering standard search text ads to advertisers. In June, the company began testing a format that allowed product sellers to include an image in their text ads (Advertisers also only pay when someone buys a product from their site, instead of when someone clicks on an ad). Learmonth writes that entertainment companies are not big search advertisers, so there may be a sizable revenue opportunity here for Google.