Google is rolling out some new testing in specific verticals for Rich Media ad units in Google Adwords.
Interesting developments for Google allowing Video units within paid adverts as this is a key area to drive higher CTR on SERPs.
An example of Rich Media video with PPC ads can be seen below:
Google Media Ads
My question is what will the effect be if this is rolled out for even more keywords, then Google throws in more lines of ad units to grab CTR it will make the search engines look some what spammy imo, I even noticed yesterday Google has added ad units at the bottom of search results in another move to grab more clicks.