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Which? launches world's first ‘Smart Banner’ campaign

Which? launches world's first ‘Smart Banner’ campaign

Which?, the UK’s leading provider of independent consumer advice, has collaborated with full service digital agency, Tangent One to create what is believed to be the world’s first ‘smart banner’ campaign.

It has been designed to dynamically contextualise the creative and take the targeting of online advertising to another level.

The campaign will involve an intelligent Which? ad banner in MPU, skyscraper or leaderboard format, that reads the contents of the page on aggregator sites such as Pricerunner.

While reading the page the ads cross reference against a database of Which? product reviews, allowing the ad to inform the viewer, in real time, if there is a review of the product (or products) they are looking at on the Which? website.

All viewers need to do is click through from the banner to reach the relevant reviews, which they can access on the Which? website for a £1 trial subscription.

Over the years Lateral (prior to their acquisition in March 2009), now Tangent One, has run a number of conversion focused campaigns for Which?.

This approach has evolved as the need to make communications increasingly relevant became apparent, both to grab the attention of browsers and to convince them of the benefits of Which? content.

Anna Hillier, the Head of Online Marketing at Which?, said: “Smart banners allow us to offer shoppers access to directly relevant, unbiased advice at precisely the moment it is most useful to them.

“If someone is looking at a particular product that Which? has reviewed, the smart banner will allow them to click straight through to and sign up to read the review.”

Jon Bains, Strategic Planning Director at Tangent One, comments: “The smart banners are a great way of demonstrating the value of a Which? subscription and offering really useful information that attracts subscribers.

“It has been great to work with Which? to devise and deliver a new type of ad banner that efficiently displays a highly relevant message based on the contents of the page without resorting to the traditional method of creating millions of variants.

“To our knowledge, we have created the first banner ad campaign of its kind – one that we hope will make significant improvements in online advertising to both brands and customers.”


Media contact:
Ben Powell at Loudmouth PR: Tel: 020 7981 9859, e:
Susan Perolls at Loudmouth PR: Tel: 020 7981 9858, e:

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