Jobsite pulls out of TV advertising to target Millennials

Max Beesley: stars in last year's Jobsite campaign
Max Beesley: stars in last year's Jobsite campaign

Jobsite is withdrawing from television advertising in order to invest its entire marketing budget in below-the-line activity.

The brand did not renew rights to use images of Max Beesley, the star of its TV adverts, in July and refrained from running any TV spots in October, when Jobsite used to run TV ads.

Speaking at the Dreamforce conference in San Francisco yesterday (18 November), Jobsite marketing director Sophie Relf said the decision to focus on digital marketing comes as it seeks to tap into the Millennial market who "skip TV ads during on demand TV".

Jobsite will reinvest its marketing spend into paid search, content and PR instead and has reduced its marketing department by a third as it outsources content marketing to Seven and its PR to Kaper.

Relf said: "We can’t move to be a broadcaster publisher without having a dialogue in the first place. We need to listen first, create the assets and then have a conversation."

The decision to pull out of TV advertising was influenced by research from HPI brand tracking showing 30% of the audience found TV ads from the major job sites were "boring and uninspiring", while a further 23% could not tell the difference between the companies.

Jobsite will continue its sponsorship of Portsmouth FC as the company seeks to work closer with the club over how they share knowledge.

Digital initiatives from Portsmouth FC include the introduction of a system that allows fans to order and pay for refreshments for half time with contactless payment.

Mobile is also set to remain a key focus for Jobsite with Relf citing the prediction from Google that 100% of job searches will start on mobile by January 2015. 


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer