Google Experimenting With Video in Paid Search Results

Google is now providing select customers with the ability to embed videos within PPC results (check out the second sponsored result). I am sure this is just the tip of the iceberg in terms of what Google will enable in search results, both paid and organic in the next few years. Once these type of features become enabled for organic search results (which should present enough incentive for web developers to adopt some standardization in terms of microformats), we really will begin to see the next generation of search results emerge.

Update: I should have taken a screenshot as it looks like the experiment is over.