Google has been testing selling video ads and experimenting with ads in its mobile services abroad, Google's chairman/CEO Eric Schmidt said at its Press Day Wednesday, reports ClickZ. He hinted that any future development would involve internet-based TV, adding that the company would have to establish a much better metrics approach than current broadcast TV advertising offers.

Schmidt was apparently more excited by the mobile channel, saying Google began by testing mobile ads in Japan, found that response rates were similar to those of web ads, and has since expanded the tests worldwide. He said the company foresees a time when an advertiser uploads a text ad and an audio creative and has them distributed on various platforms based on Google's targeting criteria.

Another Google exec said the company's tests of print ads have shown that success would likely be achieved in niche trade publications, not mass market mags.