With a highly targeted approach, the Jobsite TV ads will be seen throughout January during the advertising breaks of programmes that index closely with their target audience of 25-54 year olds. These include the terrestrial network premiere of Slumdog Millionaire, FA Cup matches, National TV Awards, Dancing on Ice, Grand Designs and Celebrity Come Dine With Me.
For the first time, Jobsite’s TV activity will also be supported by Video on Demand (VoD) and Mobile campaigns to further reach both active and semi-active job hunters. Through VoD technology, the Jobsite ads will be seen by people who are viewing selected content online at sites such as C4 OD, ITV.com, Five OD, Film.com and Telegraph.co.uk. A 15 second version of the Jobsite ads will also appear prior to requested news and sports reports on key mobile sites such as Sky and ITN and on the news services of the biggest phone operators, including Orange and 3. This mobile activity will run from today until the end of February 2010, with the Jobsite ads being shown more than 2 million times.
The TV campaign will be further supported with wide reaching digital activity, including some new initiatives, which clearly demonstrate Jobsite’s commitment to reaching job hunters wherever they may be. This new activity includes both behavioural re-targeting, whereby visitors to Jobsite are served with personalised, relevant job adverts as they browse other websites and video advertising on YouTube. As per their previous bursts of TV advertising, Jobsite will also be running their highly successful, heavyweight paid search campaigns and display advertising across the popular AND network of sites. This digital activity will run throughout January and February to capitalise on the increased Jobsite awareness generated by the TV adverts.
Keith Potts, Jobsite MD, comments: “We’re kick-starting our January TV campaign today during one of the most popular shows on terrestrial TV to coincide with the majority of people’s first day back at work. January has always been one of the busiest times for job hunting, but given the recession many are nervous about moving jobs. Our ads are looking to reassure these people that there are still plenty of opportunities available. We’re also talking to those people who are reluctant to move jobs as they see the whole process as time consuming and difficult. We’re letting them know that at Jobsite we do the hard work for them and take the pain out of job hunting.
“In keeping with the innovative nature of Jobsite we’re also excited to be advertising via Video on Demand and Mobile technologies for the first time and undertaking some new digital activity. We recognise that people now access content in many different ways and use the web for a huge variety of reasons, so to ensure we reach as many people as possible we’re always looking at new platforms to utilise. Combined with our sponsorship of Portsmouth FC and print advertising across DMGT titles such as the Daily Mail and Metro (London) we’re looking to build on the phenomenally successful results of our previous TV activity and help even more people find a new job.”