When Google and AOL negotiated a deal to create Global Advertising Partnership, one of its clauses included, "Expanding display advertising throughout the Google network".
To this provision, Google's official Blog vehemently commented, "There will be no banner ads on the Google homepage or web search results pages. There will not be crazy, flashy, graphical doodads flying and popping up all over the Google site. Ever."
Recently, when questioned at the Searchology conference on how Google's inclusion of video ads would affect SERPs, Marissa Mayer , Google's VP, Search Products & User Experience coolly responded
"Well we don't have anything to announce on that today. I do think this opens the door for the introduction of richer media into the search results page. We are now going to understand how users interact with that. And as Alan always likes to say search is about finding the best answer, not just the best URL or the best textual snippet.
For us ads are answers as well. Searching ads is just as hard as searching the Web, as searching images. And so I was hoping that we could bring some of these same advances in terms of the richness of media to ads. "
The last line does suggest ads other than text ads.