Google, which is trying to figure out how to carry ads on its YouTube service without disaffecting viewers, has unveiled its InVideo advertising programme – a vehicle for potential advertisers to reach YouTube’s 130 million viewers. Trial sponsors include 20th Century Fox and Warner Music.

Sponsors and video publishers apply to participate at through YouTube. a A campaign will be designed that will appear on appropriate YouTube clips. The ads appear not as traditional 30-second “pre-rolls” but as “overlays”, i.e. a message running along the bottom of the screen using up no more than 20 per cent of screen space. Fifteen seconds into a video, viewers are invited to click on the ad. If they choose to do so, the clip is paused and the ad is shown in the video window.

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