Two Internet recruitment sites that spent $53,000 per second to advertise their businesses on television during the US Super Bowl believe their multimillion dollar investments were worth it.
Monster.com spent $1.6 million for each of its three 30 second slots during the biggest annual event on American television and an additional $700,000 to ramp up its servers in readiness for the flood of anticipated visitors (see VNU Newswire, 28 January, 1999).
But Jeff Taylor, Monster.com?s chief executive, said the Web site?s traffic last week beat previous highs and that its network handled the volume of visitors adequately.
The site, which listed 162,000 jobs this week, had been averaging 600 job searches per minute prior to the Super Bowl, but within hours of the game finishing, began to handle almost 2,900 job searches per minute. The figure has now leveled off to 1,500, but is still way ahead of pre Super Bowl levels.
Taylor said advertising during Super Bowl was "one of the best decisions that we've made," but would not be drawn on whether he would do the same next year.
Richard Johnson, Hotjobs.com?s chief executive, was also delighted. "The response was immediate. As soon as the demand hit our servers, it confirmed for us that the Super Bowl is indeed the Holy Grail of advertising. Last week we were an Internet company. This week, we're a brand," he said.
Even before the advert screened, he claimed, the Web site had benefited from the firm?s decision to spend what amounted to 50 per cent of its 1998 revenues or $2 million on producing and screening it.
Super Bowl advertisers receive a tremendous amount of pre game publicity because of the prices they pay, and the Hotjobs.com story attracted national and international attention, with all of the major US networks airing the advert during regular programming.
But while Hotjobs.com also invested in new servers, it could not handle the five fold surge in demand and Johnson was forced to offer an online apology.
That was the only negative, however, Johnson said, although he added that the company will now have to put in the work to establish a relationship with its new visitors.
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