• by Masha Geller , January 24, 2003

It’s not often I get to write about advertising success stories, and the timing of these is perfect for a feel-good weekend sendoff.

One of the top career websites – CareerBuilder – today announced that its online traffic increased by more than 50% and total job postings by 37% this month as a result of its recently launched yearlong national marketing campaign.

The campaign's advertising combines primetime national network and cable television with local radio, print, spot television, airport and outdoor ads. It is being supplemented with in-kind advertising support from the more than 130 newspapers, 46 television stations and websites of partners, Gannett, Co., Inc., Tribune Company and Knight Ridder, Inc.

Integrated? You bet. The campaign positions CareerBuilder as "the smarter way to find a better job," and is projected to reach millions of potential job seekers, but no via the Super Bowl.

"We believe running a consistent campaign throughout the year is more effective in reaching and helping consumers than just focusing on a particular event," said Scott Brueggeman, Vice President of Consumer Marketing. If only the dot-coms of Super Bowls past subscribed to that philosophy…

As for online ads, CareerBuilder today signed a multi-year agreement with 24/7 Real Media’s Open AdStream (the second success story here), to become the exclusive ad serving solution for CareerBuilder.com. This is the tenth new or renewed client 24/7 has signed in the last two months and they attribute that success to their customer service and their ability to make anyone’s transition to OAS smooth and fast. According to company officials and several current clients, the transition takes less than two weeks. It’s fair to say that at least one of the ad serving firms out there (a dying breed just 6 months ago) is doing very well.

All that said, I wish everyone a happy Super Sunday - the one day in every year when the general public actually looks forward to the ads!