This banner campaign was designed to add value to readers’ overall online experiences. Many banner ads give users messages at inopportune times when they might not be directly related to the page’s content. We created this campaign as the epitome of what the Economist.com brand stands for: intelligence, always being one step ahead, and adding value to business knowledge. By creating code in the banner that reads the page viewed, it then seeks key words repeated and then uses this to search the archive of articles on economist.com. It then brings the appropriate headline into the banner that relates best to the page guests are viewing. For example, if readers brought up an article on tea production in India, the banner would reveal Economist articles related to tea production. Once the headline loaded, visitors could click on it to be taken to the full article on the economist.com website.