Banner Adverts now to be even more effective in Content Networks

A collaboration between consumer watchdog Which? and digital agency Tangent One has led to the creation of what the companies claim to be the first ever smart banner campaign, involving an ad that can read aggregator site content.

Internet marketing consultants may like to consider this technique, as head of online marketing with Which? Anna Hillier noted that this development allows consumers to immediately click through to the product they are interested in from the banner.

"Smart banners allow us to offer shoppers access to directly relevant, unbiased advice at precisely the moment it is most useful to them," she said.

The initiative will see ads cross referenced with information on a database of Which? reviews. The banner will then inform the surfer if there is such feedback relating to the item they are viewing on Which?'s website.

And Jon Bains, strategic planning director at Tangent One - which was launched in 2005 and has its headquarters in London - noted that as far as the teams involved are aware, this is the "first banner ad campaign of its kind", adding that it is hoped this will drive "significant improvements" in the online advertising world.

Source: Econsultancy