Yachtcouncil.com from Marine Solutions is launching a display advertising program that the company says will provide "a very efficient advertising buy for the marine industry."
The program will include the display ad program, as well as add a sophisticated user tracking system. Yachtcouncil.com is spending this month developing and testing the system, starting with testing different formats of digital ads. Firms such as Sea Ray, Interlux and Awlgrip are participating in the test program along with their agencies Starboard Media and JWI Advertising.
The system will launch in September.
Dennis O'Neill, former group publisher of Power & Motoryacht and Sail magazines, has joined Marine Solutions and is heading up the display advertising program as well as marketing for Yachtcouncil.com.
"The economic downturn has greatly accelerated consumers' move to digital from print," O'Neill said in a statement. "Yachtcouncil.com is uniquely positioned to provide the marine industry a focused digital advertising program that is targeted and efficient, delivered at the critical point consumers are researching their boat-buying options."