You've heard of cost per click -- now get ready for cost per view.
That's because Google is launching Adwords for video, enabling advertisers to pay only once someone actually views the video.
Google says the new advertising solution has been two years in the making and can be managed from the same platform which advertisers use to manage their search and display ad campaigns.
"We only charge when viewers choose to launch the video," says Lane Shackleton, YouTube product manager for Adwords for video.
So instead of a cost per click, the bidding revolves around cost per view, Shackleton says.
Therefore, there is no charge if the video is displayed and not launched, he says.
Advertisers can promote their videos by keywords in YouTube search results "or you can choose to show your ad against content your customers are most interested in, such as sports or music," across the Google Display Network, Google says.
Google argues that Adwords for video "will be particularly helpful for businesses in the travel industry that regularly run video campaigns currently, or want to take advantage of their TV ad content online, as well."
Citing Google Campaign Insights research from 2011, Google says YouTube video ads drive a 20% traffic increase to websites and a 5% increase in searches for advertisers' businesses, on average.