Video and the Future of PPC

NetImperative reports, among other things, that Microsoft will be seeking (at some undetermined point) to add video ads to PPC. As ContactAtOnce! has already shown, you can put dynamic ads and pop-ups behind a PPC campaign. Why couldn't one also do that with a video module (turning search truly into a branding vehicle)?

SEM firm IMPAQT had something similar in its "intelligent landing page," which is video-enabled.

It strikes me that building in more dynamic capabilities (e.g., PPCall, video, maps, etc.) behind or off PPC ads is inevitable given the centrality of search in the online user experience. It will be interesting to see what comes to pass as the medium evolves.