The Massachusetts Department of Transportation Registry of Motor Vehicles Division announced that it has has transitioned to a new website making it the first motor vehicle administration in the nation poised to accept advertising in order to generate new revenue, according to a press release posted on its site.
The site attracts more than 16 million visits each year, the department said that "the DOT COM switch offers limited advertising opportunities, and allows the RMV to develop clearer navigation to let customers perform their transactions with renewed confidence."
Mass DOT reported that during 2012, registry customers performed more than 3.4 million transactions online, up from 2.9 million transactions in 2011, ranging from license and registration renewals to citation payments to signing up to become organ donors. Advertisements, said the release, will be limited to select informational pages and are not on customer transaction pages.
According to the statement, advertisements are expected to generate $65,000 in new revenue during the first year.