16 March, 2006 New Media Age. Avis to improve ad targeting by shifting 50% of funds online with Web Liquid.

 Car-hire company Avis is shifting 50% of its GBP £600,000 marketing budget into Internet activity in a bid to target its advertising better and to channel traffic to its site.The move reflects demand from customer as more car renters opt to make their transactions online.

The company will abandon its discount-led advertising to focus on making consumers aware of its customer care policy, and is investing in rich-media expandable banners for the first time. “About 6% of the UK population rent cars each year,” said Avis head of marketing Xavier Vallee. “So we have to be very targeted and efficient in our campaigns.”

Since July the company has been working with Web Liquid Group, which was responsible for the banner ads and a campaign for Avis’s partnership with Tesco Clubcard.

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