Hertz partners with social networking site

boo.com, the new travel and social networking site from Web Reservations International, has secured an advertising deal with Hertz.

The deal means that Hertz will be the only car hire advertiser on the site for the next 12 months and the first advertiser to use cutting edge contextual advertising technology developed by boo.

boo.com is the first website to truly embrace travel 2.0 technology and offers an innovative and dynamic advertising model which can be tailored to suit advertisers needs. Both contextual and display advertising opportunities are available and advertisers can choose from PPC and CPM based advertising packages.

Hertz’s advertising on boo.com involves dynamic visual ads that change based on the dates and type of holidays boo users are researching. The highly targeted advertising is based on a live connection to Hertz from where real-time prices and availability are drawn.

As CEO of WRI Ray Nolan commented; “Interactive adverts that change based on users selection elsewhere on the page is something completely new. For Hertz, we tailor the advertising based on dates of travel, and genre of property selected by the user.  In time, we will further target adverts based on users travel history and a range of other search parameters.

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Bill Jones VP Marketing and Sales for Hertz Europe had this to say; “We were attracted to the boo.com advertising model because it delivers highly targeted traffic which has been largely unavailable in other pay-per-click (PPC) environments.  The innovative and intuitive response to customer preferences on the site will, we believe, see PPC delivering significant return on investment and we are delighted to be the exclusive car partner on boo.com.
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