YouTube the online video social networking site that boasts its users download over 100 million videos every day has started accepting payment for highlighting video in prime spots on its home page.

The first such ads has been paid for by Warner Music Group to promote IT Girl Paris Hilton's new album Paris.

One “participatory video ad” will be featured each day on the site, and can be rated like all other YouTube videos to still keep the forum and user interaction.

The ad will also feature a link through to a special profile pages, called channels, that link to more videos and further content on a customised page.

Until now, since its launch last year, YouTube’s advertising ethos included only banners, text ads, preferring to concentrate on building a community rather than making a fast buck.

Earlier in the year, however that emphasis started to chance with sponsorships including a promotions of NBC television shows across the site.