“We are creating incremental distribution for our content providers,” said Christian Oestlien, product manager for AdSense. Mr. Oestlien said the system would also allow publishers to make their Web sites more compelling and give advertisers a new way to reach customers.  While many Web sites already embed YouTube clips in their pages, this system would allow them to make money from the clips. They would not, however, have the same level of control over what clip gets embedded.  For now, the system’s scope, and its potential to deliver new revenue to Google, is limited, because only about 100 media companies that have created YouTube videos will be participating.  Google declined to give a full list of participants, but of those it listed, none were large media companies. They include Expert Village, a producer of how-to videos; Ford Models, a modeling agency; and Extreme Elements, which creates videos about extreme sports. Over time, Google expects to use AdSense to syndicate other types of content besides video, the company said.  Other similar attempts to syndicate video, however, suggest that success is not assured for Google’s new service. For instance, the video technology start-up Brightcove, which has been syndicating videos from various media companies since early last year, said that the adoption of its service had been largely limited to small Web sites.  “Any Web site that is medium to large typically doesn’t want arbitrary content showing up,” said Jeremy Allaire, Brightcove’s chief executive. “The sites that take it are typically very small sites with limited traffic,” so the system can generate only modest revenue, Mr. Allaire said.  The videos distributed through Google’s system will include small text ads that will be overlaid on the bottom of the video player or graphical banner ads, but not, for now, the video ads that the company began using on YouTube recently. Advertisements will aim to match the content of the video and the Web page where they are played.  This year, Google said it was working on a plan to use its AdSense network to distribute video from media powerhouses like Condé Nast, Sony BMG Music Entertainment and Dow Jones & Company. That program is still being fine-tuned, Google said.  A version of this article appears in print on , on Page C4 of the New York edition with the headline: Google Plans Service to Allow Advertisers to Use Material from YouTube Videos. Order Reprints| Today's Paper|Subscribe
The new service represents Google’s first steps toward turning its powerful ad network, which places ads on Internet sites, into a system for distributing content.