"TrueView Video Ads give viewers choice and control over which advertiser's message they want to see and when. And we charge advertisers only when a viewer has chosen to watch your ad, not when an impression is served," Google announced in the Inside Adwords blog.
The new ads will be cost per view and available through the Adwords interface.
"We believe offering a cost-per-view video ad model is good for everyone: consumers choose ads that are more relevant to them; you more precisely find the audiences you want; and content creators continue to fund great content with an ad experience that is less intrusive. Our experience with Promoted Videos, which you buy on a cost-per-click basis, shows that viewers will choose to watch ads that are relevant and engaging," the blog stated.
Moving to a per view cost basis should improve Google's revenue from the ads. Reactions should be interesting from advertisers who previously would only pay when a click was done.