Interesting news. Google will offer video ads through Adsense in a very "non-intrusive" way… meaning the visitor would have to select it before it loads (thank goodness). What I find most intriguing is that Google seems to offer this for its partners (any site that "syndicates" Google ads via Adsense to make money). But apparently they won't be using these on Google itself. Why?

Let's pray that Madison Avenue takes advantage of this new vehicle by creating fun ads. Not 15-30 second pieces that work for a captive audience watching American Idol* without a TiVo remote. But a busy web searcher that, if not entertained, is moving on quickly.

On a related note, AOL bought LighteningCast recently, which gives them the ability to insert ads into video content. According to MSNBC, this gives AOL the ability "run targeted ads within video and even change ads from time to time without replacing the entire video file."

* We at WillVideoForFood are big Catherine fans, but we think Hicks is our next Idol.