@SynrgyHQ posted a photo on Twitter showing the huge sponsored banner that displayed after a search for "southwest airlines". I wasn't able to replicate the results on my end, and as mentioned, Google is just testing these type of results for the moment so the odds of seeing this type of results aren't too high just yet. You can run your own tests though, and you may be lucky.
If these tests turn into branded search results across the board, business owners will be able to take advantage of that space with their own branded image of which when clicked will take the user to their landing page.
Not a bad idea but let's see what the results from the testing bring us.