We've seen some great ideas for expanding the influence of YouTube advertising content - see, for example, Geico's brilliantly unskippable ads - but now, the video service is launching a new type of ad that will allow users to jump directly into purchasing the products they see. It's called TrueView for Shopping, and Google hopes that it'll transform "micro-moments" - those times when we turn to YouTube to help us learn a new skill, for example - into opportunities to shop for the items we might be learning about.

They've already tested the system with Sephora, and have seen some significant results in consideration and ad recall. With web video booming, but no clear way to turn that growth into revenue, we expect to see some really interesting tie-ins between video and shopping coming down the pike.