Video advertisements

Abstract

Methods, and systems, including computer programs encoded on computer-readable storage mediums, including a method for displaying advertisements. The method includes providing query data specifying a search query including search terms; in response to providing the query: receiving a first advertisement associated with search terms and video element data comprising a video selection element for a video in response to a determination by the advertisement system that the video is eligible to be displayed with the first advertisement, the eligibility of the video to be displayed with the first advertisement being specified by an advertiser of the first advertisement; and receiving a second advertisement not including video element data in response to a determination that the second advertisement is not eligible to be displayed with a video; displaying the first advertisement and the video selection element proximate to the first advertisement, and displaying the second advertisement with the first advertisement.

1 . A computer-implemented method, comprising:
 providing, by a user device to an advertisement system, query data specifying a search query including one or more search terms;   in response to providing the query:
 receiving, by the user device from the advertisement system, first advertisement data comprising a first advertisement associated with the one or more search terms and video element data comprising a video selection element for a video in response to a determination by the advertisement system that the video is eligible to be displayed with the first advertisement, wherein the eligibility of the video to be displayed with the first advertisement is specified by an advertiser of the first advertisement such that the video is only provided with the first advertisement and other advertisements for which the advertiser has specified that the video is eligible to be displayed; and 
 receiving, by the user device from the advertisement system, second advertisement data comprising a second advertisement not including video element data in response to a determination by the advertisement system that the second advertisement is not eligible to be displayed with a video; 
   displaying, by the user device, the first advertisement and the video selection element proximate to or within the first advertisement, wherein a selection of the video selection element causes the video to be displayed concurrently with the first advertisement; and   displaying, by the user device, the second advertisement with the first advertisement.   
     
     
         2 . The method of  claim 1 , further comprising:
 receiving a selection of the video selection element;   in response to receiving the selection, providing request data to the advertisement system requesting the video; and   in response to receiving the video, displaying the video concurrently with the first advertisement.   
     
     
         3 . The method of  claim 2 , wherein the request data comprises performance data specifying a selection of the video, the performance data being usable by the advertisement system to update a click through rate of the first advertisement. 
     
     
         4 . The method of  claim 1 , wherein the video selection element is one of a thumbnail image associated with the advertisement, a plusbox, a video still, or a text description of the video. 
     
     
         5 . The method of  claim 1 , further comprising:
 receiving video information data comprising a video information element indicating information about a product or service associated with the video is available, wherein the video information element is different from the first advertisement; and   displaying the video information element concurrently with the video and the first advertisement.   
     
     
         6 . The method of  claim 5 , further comprising:
 receiving a selection of the video information element; and   in response to receiving the selection of the video information element, displaying the information about the product or service associated with the video.   
     
     
         7 . The method of  claim 6 , wherein displaying the information comprises:
 concurrently displaying the information with the video, the first advertisement and the video information element.   
     
     
         8 . The method of  claim 1 , wherein the user device is a mobile device. 
     
     
         9 . A system, comprising:
 one or more data processors; and   a computer-readable storage medium coupled to the one or more data processors having instructions stored thereon which, when executed by the one or more data processors, cause the one or more data processors to perform operations comprising:   providing, by a user device to an advertisement system, query data specifying a search query including one or more search terms;   in response to providing the query:
 receiving, by the user device from the advertisement system, first advertisement data comprising a first advertisement associated with the one or more search terms and video element data comprising a video selection element for a video in response to a determination by the advertisement system that the video is eligible to be displayed with the first advertisement, wherein the eligibility of the video to be displayed with the first advertisement is specified by an advertiser of the first advertisement such that the video is only provided with the first advertisement and other advertisements for which the advertiser has specified that the video is eligible to be displayed; and 
 receiving, by the user device from the advertisement system, second advertisement data comprising a second advertisement not including video element data in response to a determination by the advertisement system that the second advertisement is not eligible to be displayed with a video; 
   displaying, by the user device, the first advertisement and the video selection element proximate to or within the first advertisement, wherein a selection of the video selection element causes the video to be displayed concurrently with the first advertisement; and   displaying, by the user device, the second advertisement with the first advertisement.   
     
     
         10 . The system of  claim 9 , wherein the instructions, when executed by the one or more data processors, cause the one or more data processors to further perform operations comprising:
 receiving a selection of the video selection element;   in response to receiving the selection, providing request data to the advertisement system requesting the video; and   in response to receiving the video, displaying the video concurrently with the first advertisement.   
     
     
         11 . The system of  claim 10 , wherein the request data comprises performance data specifying a selection of the video, the performance data being usable by the advertisement system to update a click through rate of the first advertisement. 
     
     
         12 . The system of  claim 9 , wherein the video selection element is one of a thumbnail image associated with the advertisement, a plusbox, a video still, or a text description of the video. 
     
     
         13 . The system of  claim 9 , wherein the instructions, when executed by the one or more data processors, cause the one or more data processors to further perform operations comprising:
 receiving video information data comprising a video information element indicating information about a product or service associated with the video is available, wherein the video information element is different from the first advertisement; and   displaying the video information element concurrently with the video and the first advertisement.   
     
     
         14 . The system of  claim 13 , wherein the instructions, when executed by the one or more data processors, cause the one or more data processors to further perform operations comprising:
 receiving a selection of the video information element; and   in response to receiving the selection of the video information element, displaying the information about the product or service associated with the video.   
     
     
         15 . The system of  claim 14 , wherein displaying the information comprises:
 concurrently displaying the information with the video, the first advertisement and the video information element.   
     
     
         16 . The system of  claim 9 , wherein the user device is a mobile device. 
     
     
         17 . A computer program product, encoded on one or more memory storage devices, including instructions that when executed by one or more data processing apparatuses cause the one or more data processing apparatuses to perform operations comprising:
 providing, by a user device to an advertisement system, query data specifying a search query including one or more search terms;   in response to providing the query:
 receiving, by the user device from the advertisement system, first advertisement data comprising a first advertisement associated with the one or more search terms and video element data comprising a video selection element for a video in response to a determination by the advertisement system that the video is eligible to be displayed with the first advertisement, wherein the eligibility of the video to be displayed with the first advertisement is specified by an advertiser of the first advertisement such that the video is only provided with the first advertisement and other advertisements for which the advertiser has specified that the video is eligible to be displayed; and 
 receiving, by the user device from the advertisement system, second advertisement data comprising a second advertisement not including video element data in response to a determination by the advertisement system that the second advertisement is not eligible to be displayed with a video; 
   displaying, by the user device, the first advertisement and the video selection element proximate to or within the first advertisement, wherein a selection of the video selection element causes the video to be displayed concurrently with the first advertisement; and   displaying, by the user device, the second advertisement with the first advertisement.   
     
     
         18 . The computer program product of  claim 17 , wherein the instructions, when executed by the one or more data processing apparatuses, cause the one or more data processing apparatuses to further perform operations comprising:
 receiving video information data comprising a video information element indicating information about a product or service associated with the video is available, wherein the video information element is different from the first advertisement; and   displaying the video information element concurrently with the video and the first advertisement.   
     
     
         19 . The computer program product of  claim 18 , wherein the instructions, when executed by the one or more data processing apparatuses, cause the one or more data processing apparatuses to further perform operations comprising:
 receiving a selection of the video information element; and   in response to receiving the selection of the video information element, displaying the information about the product or service associated with the video.   
     
     
         20 . The computer program product of  claim 19 , wherein displaying the information comprises:
 concurrently displaying the information with the video, the first advertisement and the video information element.