Boo.com, the new travel and social networking site from Web Reservations International (WRI), has won an advertising deal with Hertz, the car rental firm. The deal sees Hertz being the only car hire advertiser on the site for the next 12 months and the first advertiser to use contextual advertising technology developed by Boo. Hertz’s advertising on Boo.com involves dynamic visual ads that change with the dates and type of holidays Boo users are researching. The highly targeted advertising is based on a live connection to real-time prices and availability info from Hertz. WRI CEO Ray Nolan said: “In time we will further target adverts based on users’ travel history and a range of other search parameters.” Hertz Europe’s Bill Jones said: “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 environments.”
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