Google has introduced click-to-play video ads for UK advertisers.

An example of such an ad is available for view here.

Advertisers globally can now run this new format on the Google content network, just by uploading their desired clip of up to two minutes duration. Ads are user-initiated, which means advertisers should attract better prospects.

Pricing for the ads is arranged on a cost-per-impression or cost-per-click basis. Video ads compete in the ad auction with other text, image and flash ads for placement on a site.
Both Fox and Paramount Studios have experimented with these new services, Google revealed.