(22 August 2007 3:00 pm)

MUMBAI: After months of testing several video advertising models, Google Inc is now ready to introduce a new type of video ad in its popular online video site YouTube, which it claims is not intrusive.

The ads which appear 15 seconds after a user begins watching a video clip, take the form of an overlay on the bottom fifth of the screen, not unlike the tickers that display headlines during television news programs. But users will be able to click on the adverts to make them disappear if they find them too intrusive.

The launch of the new advertising format is believed to be a crucial step for YouTube, which has tremendous opportunity to make money from its key video content while not driving away users with too many annoying ads.

"We tested and trialled a number of advertising formats," said YouTube director of media and platforms Eileen Naughton. "We needed to be respectful of the community while offering something rich and engaging as a marketing platform."

Initially the new in-video format will only run on video content provided by select partners and not on videos uploaded by individuals, the company says. It is aiming to make the in-video advertising available to about 1,000 partners - such as Warner Music's videos and Ford Models - and select public members who are part of YouTube's partner programme.

Other video sites like AOL have been incorporating commercials, known as pre-roll before the main video appears.