Google make up for Universal Search distraction from sponsored results?

I recently read of Google`s release of a search feature update of including video ads in search results. VP of search product and user experience, Marissa Mayer commented how Google used text ads to flow with the format of search, but now with universal results, video results are common and definitely attract the eyes of searchers, who by now have adopted the condition of “banner blindness” for text ads.

Marissa`s is quite a dubious conviction, as she didn`t go into depth about the technical challenges involved. Surely the fact that the search results have been text based up until “blended/universal search” suggests that the task of determining relevance in video or even images subject matter is a highly complicated issue? And this is without simply associating dozens of tags to a piece of such media.

I am interested to know if this contemporary ad initiative will present new ways of Google analysing visual media or which technologies already being developed will come into play. Microsoft`s Live Search, when upgrading their index and their search product on the whole, claimed that a feature of their upgrade would be moving thumbnail video snippets in the search results. Are Google doing anything similar?

Google released “Video Units” in 2007, a Google Adsense product, where Adsense publishers display YouTube video content on their sites, which are not any videos but ones chosen from the repertoire of YouTubes content partners. Ads in the form of associated text are attached to the video content, are relevant to the video subject matter, and are remunerated to Google and their publishers in the same fashion as the Adsense scheme. Is this product going to be the base principle working behind what I could call “Sponsored Video Results”?

How will Google Adsense measure the video content relevance? Will they have a quality score for a video that is determined by how many times the keywords are mentioned in the audio stream accompanying the video? Will the videos come from the YouTube content partners? How will the expandable video ads actually look in the results? Will they “invade” my organic universal results or will they stay within the sponsored section? Will Google do something about establishing user intent before consuming their search results completely with visual and audio responses, turning it into a distorted MTV like sensory stimulating environment? Like with most developments in search online, only time will tell.