Priceline's travel services has made a deal to market its products on several AOL brands, including Netscape, the Travel Channel and MapQuest. The financial terms of the deal were not disclosed.
The online advertising deal will complement Priceline's campaigns on TV and radio. The travel company's website enables users to name their own price for air fares and hotel reservations.
Priceline marketing officer Brett Keller said a sharp decline in advertising revenues has made pricing of ads on the Internet more attractive. "Traditionally, we have built our brand offline," he added.
Priceline has used banner ads in the past, but this latest deal will provide the company with a higher online profile. "We are moving more and more to online marketing in the next year," Keller said. "It will be a strong additional channel for us."
Some analysts are predicting that the downturn in the online advertising market may have hit its bottom.
Last month AOL's European arm signed a deal with the UK travel site Lastminute.com to incorporate its technology with AOL Internet services. It also gave Lastminute access to AOL Europe's five million members.