Jobs site HotJobs.com, which has gained a reputation for spending big bucks on high-profile ads, Wednesday launched its campaign on the Nasdaq MarketSite Tower in New York’s Times Square, the largest video screen in the world.
HotJobs.com is set to become the first advertiser on the Tower screen, which formally opens today, when its ad runs on New Year’s Eve. The company says a billion people are expected to view the millennium celebration in Times Square. The sponsorship deal runs for one year.
“The Nasdaq MarketSite Tower presents us with a tremendous venue to continue to build our brand as well as a wonderful opportunity to showcase our clients,” says Richard Johnson, president and chief executive officer of HotJobs.com.
“The Times Square locale offers a unique opportunity to reach millions of people and provides unparalleled visibility for us.”
The tower, located at the northeast corner of Times Square at Broadway and 43rd Street, will display a 10,800 square foot sign, and over 80 percent of it will be dedicated to a video screen standing eight stories high. The electronic sign wrapping around the cylindrical Nasdaq building will display financial news, global market information, and advertisements.
HotJobs.com garnered an avalanche of media attention when it spent half its 1998 budget on one thirty-second ad on the televised broadcast of the Super Bowl.
The company is struggling in the highly-competitive job board market dominated by TMP Worldwide‘s Monster.com. Other players include CareerBuilder and CareerMosaic.