The head of the video site Hulu has called on advertisers to think outside the 30-second box for web video ads.

In comments made at an Interactive Advertising Bureau meeting, Hulu CEO Jason Kilar suggested advertisers adopt different models for streaming video ads.

Instead of simply repurposing 30 second TV spots, Kilar said, advertisers must build shorter, more creative and interactive ads that draw users instead of stimulating a bathroom run — which audiences are wont to do when TV commercials appear.

Kilar cited comments from Hulu users to back up his points, observing that they view shows on Hulu differently than on TV.

Indeed, differences don't just stem from platform variance. A recent study found gender also factors in to how audiences watch online television.

Hulu, an online programming destination in beta, mixes video overlay ads with shorter breaks in shows that contain just a single ad or commercial. Warner recently agreed to feature programming on the site, which is co-owned by Fox and NBCU.

Hulu is open to the public next month.