Nestle trials placing video ads into Captcha sign-ups

Excerpt from this article:

The Captcha experience, which is used as a way of determining that a web user is real and not a bot, is often a source of frustration for users. Using an interaction from a brand to replace this helps improve the experience and, theoretically, makes a person feel more favourably about the brand. The ads are also intended to improve an overall negative feeling towards some ads after a 2013 Adobe study found that 62% of people believe that adverts are annoying.