Google's addition of semi-transparent advertisements to its video-sharing site YouTube is proving effective, the Seattle Times reports.The ads run across the bottom of the screen and disappear after ten seconds unless the user clicks on them.
If the user selects the ad, the video pauses and the advertisement is launched.
Director of media platforms at Google Eileen Naughton has said that the in-video ads are proving a success, with between five and ten times as many people selecting them compared with the number who view regular ads on web pages.
Advertisers who have used YouTube to promote their products in this way concur with Ms Naughton's positive sentiment, with spokeswoman for Palisades Mediagroup Erin Foxworthy saying that its ad "was really engaging".
The media-buying firm had tested the new, semi-transparent format with an ad for its film Who's Your Caddy?.
Ms Foxworthy added that the producers of the film Weinstein Co wanted to reach young African Americans interested in hip hop and rap, major themes of the production.
The company had, therefore, opted to run their ad on music videos that generally attract that particular audience.
She said that the trial had worked well and she would consider using the format in future ad campaigns.
Google launched the new advertising format last month with the intention of making YouTube profitable. Initial advertisers included The Simpsons Movie, BMW and Fox.
