YouTube has launched a new format that lets people bypass ads or pick which ones they are willing to view.

In an attempt to benefit both consumers and advertisers, the new TrueView video ads will give viewers the option of skipping an ad after the first five seconds and will only charge advertisers if their ads play for their entirety or 30 seconds, whichever is shorter.

Further, viewers can select which ads they want to see, giving them the option to choose ones that might be more relevant to their interests. YouTube is promoting the format as a boon for advertisers. In early results, the company said that view-through rates, which measure how many people opt to watch the full ad, ranged from 20 percent to 70 percent.