Google Adwords has released a new ad format for Google Adsense content network – video ads. Click-to-play video ads will be in addition to the line-up of text, Flash and image ad formats currently supported by the Google Adsense content network.

Currently, click-to-play video ads are available to Google Adwords advertisers from US, Canada and Japan, and will open to advertisers from other countries soon. Video ads format will have all the features as in other ads format, and will even compete for placement via auction bidding on sites in the Google content network with other text, Flash and image ads. Beside, bidding can be done on a CPC or CPM basis, site-target and keyword-target the video ads or geo-target the ads, according to Inside Adwords.

For Google Adsense publisher, video ads format will hopefully increase the income revenue stream, as video ads may attract ads placement from big corporations and those who have no resource to buy ads on TV. Unfortunately, currently Google Adsense publishers do not has the option to enable or disable the video ads format on their site. But the video ads are not intrusive, as when a page loads, only a static image will be visible; the video will start playing only when the user initiates it, that’s why it’s called ‘click-to-play video ads’.

Although it’s not possible to opt for or opt out of video ads format in Google Adsense, but to display video ads on publishers website, Inside AdSense mentioned that you need to have the following:

  1. Enable and opt in to image ads
  2. Use one of the 3 ad formats that support video ads: Medium Rectangle, Large Rectangle, and Square.

Likewise, if you want to prevent video ads on your site, Adsense Help Center suggests a few ways:

  • You can use your Competitive Ad Filter to block video ads from an individual advertiser.
  • You can opt out of image ads for the three ad formats that support video ads: Medium Rectangle, Large Rectangle, and Square.
  • You can choose not to use Medium Rectangle, Large Rectangle, or Square formats on your pages.
  • You can opt out of image ads entirely.

Google Adsense will display video ads only when it represents the maximum revenue potential for your site.

As Adwords advertisers may bid for video ads placement via CPC or CPM (all site-targeted video ads is CPM ads) method, so publishers earnings from video ads will depend on the pricing of the specific video ads you display and either cost-per-click or cost-per-thousand-impressions basis. When paid on a CPC basis, you’ll receive earnings for each valid clickthrough on ad. Note that click to play the video ad itself will not be counted as a clickthrough, only a click on the display URL or playing video that directs a user to the advertisers’ website will be counted as valid clickthrough. However, if the video ads are paid on a CPM basis, you’ll be paid for impressions of the opening image, which means once it’s loaded on your page even without playing, rather than plays of the video.