CareerBuilder Precedes TV Campaign with Web Preview

  |  January 25, 2005   |  Comments

The online job portal unveiled one of its Super Bowl TV spots early.

Online job-listing provider has unveiled a Web site to support its upcoming multichannel ad campaign, which will launch with its first-ever Super Bowl TV ads.

The prelaunch site,, gives a peek at one of four 30-second ads that will air during the Super Bowl on February 6. The ads parody dissatisfying work experiences, with a message that centers around the tag line, "A better job awaits." The site adds exclusive content profiling some characters in the ads and will include the rest of the TV spots as well as outtakes from those ads after the campaign launches in earnest.

This year marks CareerBuilder's first foray into Super Bowl ads. It will follow in coming months with TV ads during high-profile events that include the Academy Awards, the Grammy Awards, and the NCAA Final Four.

CareerBuilder will support its Super Bowl ads and other broadcast advertising with online elements, including keyword buys, banner ads, and placements within different sites. The company is planning over $200 million in media exposure for 2005, much of which is in-kind placements on the newspaper sites of CareerBuilder's owners, Gannett Co., Tribune Co., and Knight Ridder.

"We look at every campaign holistically. To not take advantage of the online medium to support offline efforts would be a grave mistake. You need to tie it all together," said Richard Castellini, VP consumer marketing at CareerBuilder.

CareerBuilder provides job listings on over 450 Web sites in total, including the career centers of 130 newspaper sites and those of portal partners America Online and MSN, which the company won over from rival in August 2003.

Castellini said the ultimate goal of any advertising is to help the company to make more money, either by selling more ads or developing more marketing relationships with partners. The campaign is expected to provide other benefits as well, including a branding lift and increased traffic to its site.

The TV campaign was created by CareerBuilder's agency of record, Cramer-Krasselt. The same agency also developed's "Plan Your Escape" campaign in 2004 and its "Smarter Way to Find a Better Job" campaign in 2003.

CareerBuilder rival Monster, which made its name with Super Bowl advertising in the past, has opted to eschew the big game for more local advertising. It has inked agreements with Infinity Broadcasting to advertise on 180 Infinity radio stations nationwide, and with the 57 local news affiliates of online TV network Internet Broadcasting Systems (IBS).


Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.



Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.




  • SEO Specialist
    SEO Specialist (Marcel Digital) - ChicagoSearch Engine Optimization (SEO) Specialist   Marcel Digital is an award winning digital marketing...
  • SEO / SEM Manager
    SEO / SEM Manager (CustomInk) - FairfaxAre you a friendly, motivated, and inquisitive individual? Are you a positive, out-going leader? Are you...
  • SEO Analyst
    SEO Analyst (XO Group) - New YorkSEO Analyst @ XO Group About this Job, You and Our Team: The XO Group SEO Team is looking for you, a passionate...