Boo.com, the shopping site synonymous with the dotcom crash, has signed Hertz as the exclusive car hire advertiser on its site. The site has been relaunched as a travel and social networking site.
The year-long deal will see Hertz use dynamic visual ads, which change depending on the dates and type of holidays users search for. The targeted advertising uses a live connection to Hertz from where real-time prices and availability are drawn.
Hertz is the first advertiser to use contextual advertising technology developed by Boo.com, which is owned by online travel company Web Reservations International (WRI).
WRI chief executive Ray Nolan says: “Interactive ads 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 ads based on users’ travel history and a range of other search parameters.”