YouTube had previously allowed marketers to sponsor videos in the website's search results, a system like Google's AdWords which is keyword-targeted.
The website said because of popular demand, promoted videos will now be placed next to partner videos, which are contextually targeted based on the video and content of the page and suited to the audience's interests – much like Google's AdSense.
Also like AdSense, revenue generated by promoted videos on watch pages will be shared with the YouTube partner.
The company said it's another way it can help partners make money on YouTube, in addition to the display ads it serves in and alongside the videos themselves.
Jay Akkad, product manager for YouTube, said: "Since launching promoted videos late last year, we've been working hard to build an advertising platform that allows anyone to easily and efficiently find a larger audience for their videos on YouTube.
"We've made good progress, with thousands of advertisers currently running promoted video campaigns every day, and today we're announcing a highly requested change to the product that we think will benefit our entire community."
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