MarketWatch.com Inc., a provider of financial news and information that is one-third owned by media giant Viacom, Monday will break the spring outdoor advertising component of its overall $15 million campaign.
More trade-focused in New York, the effort targets media buyers in the nation's media capital to place ads on the flagship CBS MarketWatch.com. In San Francisco, it seeks to enroll registered members for the same free online news service.
The outdoor ads follow a broadcast effort that began last fall to promote the online news service. Outdoor ads will run across CBS owner Viacom's billboards.
Posters promoting the flagship CBS MarketWatch.com site will appear on more than 1,000 buses in New York's metropolitan area, including Long Island and Westchester County.
New York posters will bear the tag line, “We mean business. Number one financial news site. Number one site for advertisers.”
“We wanted to get the word out to the media community so that we're an important audience to add in their overall marketing mix,” said Dan Silmore, director of marketing at MarketWatch.com.
Outdoor ads in San Francisco will take the form of vinyl billboards on building walls across the city's financial district. Many walls will carry the same tag line as the New York ads. But a few will feature screen shots of CBS MarketWatch.com, with the tag line, “Got money? Want more?”
A radio and TV campaign later this spring will support the outdoor push. Broadcast ads will run on the CBS TV network and Westwood One radio network.
Leveraging the CBS relationship is key here. The TV ads have anchors and reporters from CBS MarketWatch Weekend programming, including Trish Regan, Susan McGinnis and Alexis Christoforous.
