Tangent One and Which? have been working together to develop a new type of banner that displays a unique and highly contextual message, one that’s dependant on the contents of the page that the ad is served on.

Our “intelligent ads” are totally dynamic. They run on aggregator sites like Ciao and Pricerunner, where they read the contents of the page and then cross reference the products on the page against a database of Which? reviews

The results vary, for example on a listings page with details of 20 digital cameras, the ad will display a message like “Which? has reviewed 15 of the 20 cameras on this page”. On a model specific page, the ad will tell the user whether Which? has reviewed the particular model of camera (or TV, laptop, vacuum cleaner or washing machine). The clickthrough from the banner, takes the user straight through to the relevant review on the Which? site, where non members can sign up to Which? to get full access.

Results:

(Campaign results not available at time of writing)