YouTube - a whole new world of FREE classified ads?

Stumbled on this today:
http://www.youtube.com/watch?v=Fge5zJRzvO8
While loads of media and creative types have been tripping over themselves to create free video ads (or marketing of some kind or other) on YouTube, now we're starting to see video classified ads from what appear to be small time US car dealers.
Actually, on closer inspection a small media company looks like it's selling this service to the small car dealers. Smart.
Perhaps this is actually closer to user generated content extending to the ads now?

Pause for thought.

They are placing this ad in front of a focused (via search) market, for free.
They can show/tell you much more than he could in a £30 classified ad in his local paper or specialist mag.
It's been viewed 200 times in approx three weeks.
So, the big question is, what kind of response do they get. I've sent a message to see if he'll share. And if he does, I will.

Of course, if you know your way around html even slightly, it's long been possible to place a video ad on an eBay auction item. But it sure ain't free.