If 30 seconds of pre-roll for a 2-minute video seems absurd, AOL may have an alternative. The company launched its video ticker ad unit.

The ad unit allows marketers to insert a banner at the bottom of a streaming video 10 seconds into the clip. If the viewer clicks on the ad unit, it will launch a video ad, but if the user ignores the banner it will simply disappear after 15 seconds.

The ad unit is a joint development from AOL and rich media firm PointRoll.

"Online video consumption is a fast growing consumer behavior and our new video ticker ads give advertisers a new and creative opportunity to reach consumers through this burgeoning medium," said Curt Viebranz, president of Platform-A, AOL's online ad division. "With these ads, advertisers can target users who are consuming video with a clickable video or an interactive Flash ad, creating a deeper, longer brand dialogue that isn’t passive."