Google (NASDAQ: GOOG) already has the lion's share of online search ads, but just to rub that in, it will introduce a program that may make its products seem even more attractive to advertisers.

The new program will allow marketers to put tiny websites, called widgets, across the Google AdSense Network, which covers the partner sites that run the search giant's text ads. According to The New York Times: "the new widget ads represent a more aggressive push by Google to attract big brand advertisers who like flashy ad units rather than the simple text ads commonly run in Google's ad network."

The widgets will allow Google's customers to run small videos or host chats within their advertising units. According to comScore almost half of US Internet users try widgets. That is 87 million people.

Will the widgets work? Probably not. At least not anytime soon. They allow advertisers so much freedom in creating new marketing messages that it may take months, or even a year or two, for big brand advertisers to measure which kinds of creative units play well with users.

The new Google program is helping make Internet advertising a lot more complicated. And, for now, that may not be good. Every marketer is going to have to work harder to come up with something that will catch people's attention.

Douglas A. McIntyre is a partner at 247wallst.com.