Hertz has signed a deal with online travel and social networking site boo.com to become its exclusive car rental partner.
The deal means Hertz will be the only car hire advertiser on the site for the next 12 months.
It will also be first advertiser to use contextual advertising technology developed by boo.com.
Hertz’s advertising on boo.com involves targeted dynamic visual ads that change based on the dates and type of holidays users are researching.
The advertising is based on a live connection to Hertz from where real-time prices and availability are drawn.
In the future, boo.com plans to further target adverts based on users’ travel history and a range of other search parameters.
Boo.com is the key consumer brand of Web Reservations International (WRI), the online travel company behind Hostelworld.com, Worldres.com, and Trav.com.
By Bev Fearis
