• by Shankar Gupta , January 9, 2007

Google has apparently begun testing in-stream video ads by inserting 15-second spots into clips of "The Charlie Rose Show" hosted by the site.

The ads now appear after the first three minutes and at about 30 minutes into the hour-long show. Users can't skip ads once they're loaded, but can bypass them before they load. Currently, marketers advertising in the spots include computer hardware company AMD and insurance company Allstate. Previously, ads on Google Videos were restricted to post-roll spots. News of the ads was first reported this weekend by the blog Boing Boing.

In October 2006, Google Video began bolstering its ad sales team, by attempting to hire a video ad director and forging a deal with Viacom's MTV Networks to distribute content including clips from "SpongeBob Squarepants" and "Laguna Beach."

In November 2006, however, Daniel Blackman, Google Video's strategic partner development manager, speaking at an industry conference in New York City, said that the company would be looking into other, less interruptive methods of monetization than in-stream ads.

Google did not respond to requests for comment.