It will consist of two streams, one promoting John Lewis' garden furniture to women and the other high-end TVs to men.
The furniture stream will show how the John Lewis range can transform a garden. The ads, with Flash-based animation, illustrations and 3D effects, will show the furniture bloom to life from plant drawings.
The second, based around the World Cup, builds on existing John Lewis press ads.
Both streams will run on a host of lifestyle and niche sites like itv.com and handbag.com.
The promotion aims to find out what products sell more and which demographic is more likely to purchase online.
It draws on learnings from previous web campaigns, which found women were more likely to buy items from John Lewis, and that rich-media overlays and MPUs were effective in driving sales.
Jacquie Penn, senior media planner at Agency.com, which created the online ads, said the findings were implemented in the campaign strategy.
She added: "The garden furniture campaign will run on niche sites whose audience have a strong affinity with John Lewis and fit contextually with the two product ranges, the majority of which have been tested extensively over the last year."
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