Awwward 2003: Most Innovative Online Media Strategy
Fairfax’s online employment site Mycareer.com.au operates in one of the most competitive advertising sectors—classified employment—where a revolutionary shift from print to online has sparked a marketing battle between publishing houses.
In this environment Mycareer.com.au aimed to raise its profile against competitors and generate a high volume of job applications. The online media strategy was to increase the brand presence online through exposure outside Fairfax sites, and to increase trial by job seekers through targeted online advertising.
Taking advantage of the relaxation of Ninemsn’s competitor advertising policy, allowing recruitment properties other than Monster to advertise on the network, Interactive-@Optimedia planned a large scale online campaign on Ninemsn, with high visibility ads driving new ‘trial customer’ traffic to the site. All activity was supported by new targeting technologies and conversion rates were maximised through behavioural targeting—a media first. This also enabled the campaign to get past competitive advertising restrictions and to reach active job hunters. Measurement from user exposure to job applications was used to optimise media placements.
