Monster.com Makes Super Bowl Buy

For the third year in a row, the job site makes another splurge.

TMP Worldwide career site Monster.com announced that it has again purchased ad space during the Super Bowl.

Monster.com’s ad buy in Super Bowl XXXV, which will air January 28, 2001 on CBS Television, marks the third year in a row that the company has advertised on one of the nation’s most widely viewed television events.

The decision by the company to continue its streak of Super Bowl advertising is especially notable at a time in which lavish offline marketing spending — such as that on the Super Bowl broadcast — is being blamed for the financial troubles of some dot-com companies. Additionally, dot-coms have shrunk their advertising and marketing budgets in the wake of the April stock market shakeout, since new capital is no longer easily attainable.

The “just under” $4 million buy includes four 30-second commercials, one each in the first and fourth quarters of the game, and two during the pre-game show, said Monster.com spokesperson Melanie Downey.

The ad buy is part of an estimated $200 million global marketing spend for 2001.

Industry observers generally tag Monster.com’s Super Bowl XXXIV spot, “The Road Not Taken,” and 1999’s popular “When I Grow Up,” as among the most memorable ads of either game. According to the company, the two spots also generated record-breaking site traffic in the days following the events.

Last year, Monster.com spent $3.2 million on two in-game and three pre-game spots.

“Over the past two years, advertising on the Super Bowl has been a proven vehicle for success, helping to bring a record number of job searches and resume submissions to the site,” said Monster.com vice president of marketing Peter Blacklow.

“Next January, we hope to continue to build momentum around the Monster.com brand and make more people aware of the tremendous opportunities that exist through Monster.com.”

The company declined to elaborate on what direction the creatives might take.

Boston-based Arnold Communications, Monster.com’s newly-appointed agency of record, will develop the spots. Arnold is a unit of Snyder Communications, currently being purchased by France’s Havas Advertising.

The agency’s credits include Volkswagen’s 1998 “Da Da Da” television spot and the American Legacy Foundation‘s controversial The Truth anti-smoking campaign.

Monster.com is one of a shrinking group of Internet companies having advertised on the Super Bowl who aren’t suffering financial difficulties. The casualties include: viral email marketer Epidemic Marketing, which closed up shop just months after a $1.6 million ad buy in Super Bowl XXXIV; Pets.com, which could face possible delisting if its stock doesn’t climb above the $1 mark; and cable and Web property Oxygen Media, which last month saw the departures of several top editoral staffers.

Fellow online recruiter kforce said it hasn’t decided whether to make another Super Bowl buy this season after a buy of four spots during the last game.

“What we did last year at the Super Bowl was we transitioned our name from ‘Romac.’ It was really just an opportunity to reach a large audience quickly,” said kforce marketing manager Nicole LeBeau. “We were flooded with resumes [after the spots], and were definitely pleased. But it’s still up in the air.”

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource