HSBC has formed a partnership with the website of New York magazine that enables users to comment on the display ads the bank has placed on the portal.
Readers of the website who click on the ad are taken to a landing page, where they are able to voice their opinions on topics such as education, the environment and technology.
The move is part of HSBC's Values Soapbox campaign and has also resulted in the bank sponsoring the video channel of nymag.com, which will be showing content from a recent HSBC promotional event that was held in the city.
"We want our customers to know that we listen to what's important to them and that their values help inform the development of our products and services," head of HSBC brands and advertising in North America Johanna Breman Tzur stated.
She added that the campaign will help the bank ascertain the needs of both current and future customers.
Google recently launched a trial of new pay-per-click (PPC) ads that are designed specifically for certain products.
They contain information such as pictures and prices and will work in conjunction with text-only PPC ads.
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