Search for 'Priest', a new vampire movie, and you'll see the trailer come up as the top result. Click on that, and the video starts to stream, dimming the rest of the screen.
Officially it's a search format - you buy it as a keyword buy, and you pay cost per click. Click = a video view in this case.
So far you can only use it for entertainment brands - films and TV shows - but I'm assuming other categories will be able to use it eventually.
+1 for Google!
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