AOL Monday morning announced plans to offer "video ticker ads," an alternative to pre-roll video ads and a graphic banner ad integrated directly into streaming videos.

The new advertising format was developed by AOL and rich media developer PointRoll. The ticker ad appears at the bottom of the video player 10 seconds into the video stream. If clicked by a user, the ad expands while the video pauses. If the user does not interact with the ad, it will disappear after 15 seconds leaving the branded text link. If the user clicks on the branded text link, the ticker will be relaunched.

According to AOL, the new ticker ads will be available across its network of premium video content, which uses the newest version of the AOL Video media player platform.

As other "overlay" solutions to integrate banner ads adjacent to video content have emerged, AOL and PointRoll claimed their new ticker ads offer a more interactive experience, which users are able to access advertising content while viewing video content.

Now the pre-roll ads are still the industry standard format, but suffered from breeding discontent among consumers, advertisers and publishers alike, Media Post reported.