AOL has launched a video ad format that gives users a choice between watching the ad or engaging with alternative branded content such as a survey.

These Branded skip ads are one of five interactive video formats being introduced to the AOL On network, which includes AOL.com, other properties like The Huffington Post and TechCrunch that it owns, and partner publishers.

The other four ads are linear expandable, which delivers an interactive microsite experience; linear modules, which can be used to present the viewer with interactive icons as the video plays; linear sequence, an interactive end-frame once the advertisers video has completed; and branded slate, a seven-second animated interstitial that shows before the video content.

“As digital continues to evolve and grow, advertisers are demanding new ways to naturally engage with audiences,” said David Miller, Vice President, Advertising Product Management, AOL. “AOL has been leading the charge to bring premium ad solutions to market, and with the expansion into video, advertisers can combine the power of traditional pre-roll with new interactive experiences that enables consumers to engage directly with a brands content and information. This allows for more creative branding and unlocks new audience targeting opportunities through data and automation.”

The new formats can be bought programmatically through AOLs One platform, but they are initially only available on desktop – AOL says it will bring them to mobile later this year.