Users may not want to watch ads, and advertisers may be mixed on pre-roll, but Hulu is betting that a little bit of choice might go a long way to bringing branded messages to the legions of online video devotees.

The new program will give Hulu viewers a choice of which ads they would like to view before screening their selected content. Users will be asked to pick from a handful of options -- all from the same brand. For example, Coca-Cola may buy the impression, but users will be able to select from ads for Coke, Diet Coke or Sprite.

While the new program sounds intriguing, the key will be variety both in terms of advertisers and content partners. So far, Hulu has been able to attract a sizeable audience without help from all the major networks, something CEO Jason Kilar hopes to remedy. But for users to embrace choose-your-own ads, Kilar and his team will also have to expand their efforts to bring more advertisers on board and sell them on the idea of letting users determine which spot is right for them. But according to Kilar, the brands that have already signed on see the program as a great way to test different creatives and drive engagement.