Google has announced it is to display online advertising for websites run by two major record labels.

Using its AdSense system, the search engine giant will display advertisements alongside music videos from Sony BMG and Warner Music Group.

A Google spokesperson said: "Over the past few months, we have run tests to figure out how we work with our partners and advertisers to combine high quality video content with ads and then distribute them [over] the Google AdSense network."

Under the service, advertisements would be charged on a cost-per-thousand impressions model, as opposed to Google's traditional pay-per-click model used with its text-based advertisements.

Revenue from the online advertising is set to be split between Google, the owner of the video content owner and the website publisher.

Earlier this week, Google was in talks with Adscape over a possible takeover deal which could see the search engine company offer advertising while consumers play computer games, reports the Wall Street Journal.

Dixon Jones comments: "I'm not sure if Sony, Warner and their agencies think this is groundbreaking - but it's a facility that Receptional's been able to offer for months.

"The challenge is the CPM based model - which died a death once at the start of PPC. But if anyone wants video advertising, send us the video - existing clients can probably be competing in this space within the week. New clients may take a little longer."