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Mass. Registry of Motor Vehicles debuts new website that allows advertisements

Posted by Matt Rocheleau  February 5, 2013 08:53 AM

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The Massachusetts Registry of Motor Vehicles launched a new website this week becoming the country’s first motor vehicle administration to allow advertisements on its website.

The new will feature ads on select pages in an effort to bring in additional revenue. Officials expect the online ads will generate about $65,000 in its first year.

The new site also features a design that state transportation department officials said is easier for customers to navigate.

“This is a great example of MassDOT’s continued emphasis on making our services more user-friendly,” said department Secretary and CEO Richard A. Davey. “ makes online transactions simpler for the customer and gives us additional revenue opportunities.”

The site lists information about rules related to driving in Massachusetts and allows users to complete about 35 different transactions, such as license and registration renewal and citation payments, that once required an in-person visit to one of the state’s registry branches.

Some of the site’s navigation and look was redesigned and its terminology changed based on customer reviews collected in September when officials tested the usability of the new design with customers at the registry’s branch in Chinatown.

“We work hard to drive customer traffic to the web, so we recognize our obligation to make this mode of service delivery as convenient as possible,” said a statement from Registrar of Motor Vehicles Rachel Kaprielian.

More than 3.4 million customer service transactions were performed online during 2012, up from 2.9 million the prior year, officials said.

The registry’s website draws more than 16 million annual visits. Its old web address – – now automatically redirects to the new site address.

For now, the website’s ad spaces display promotional ads for the registry and state transportation department. Outside paid advertisements will begin appearing once the registry finalizes a contract with advertising vendor, Municipal Media Solutions.

Advertisements will be limited to select informational pages, officials said. They will not appear on customer transaction pages.

The registry generates ad revenue already, including by placing ads in mailings it sends out and by running ads on a closed-circuit television network that is aired at registry branches and also features registry news and public service announcements.

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