Google last week announced it is extending its InVideo Ads to its AdSense network of Web sites.

Last summer, the Mountain View, Calif.-based search giant introduced InVideo Ads—semitransparent, banner-like placements that appear once video clips start playing—as a less-intrusive alternative to pre-roll video spots.

By extending them to AdSense—the company’s ever-growing network of small- and mid-sized sites for which it supplies text and video ads—Google says it will be able to deliver online video ads that are contextually targeted.

As Web video ads continue to gain popularity, Google has run several test programs on its AdSense network, including a user-initiated, click-to-play offering inviting users to sample short snippets of content.

Until now, however, video ads on Google remain in their infancy, and the company continues to derive most of its revenue from search ads.

Google has yet to name any advertisers signing up for the new service. Among the publishers participating at the outset are the Web sites VidShadow, Mondo Media and JoeCartoon.

To help boost Web publishers’ acceptance of InVideo Ads, Google has also partnered with a handful of advertising platform and network companies, including Brightcove, Yume, Tremor Media and Eyespot Network. —MS

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Source: www.mediaweek.com