The multimedia effort, created in-house, features outdoor advertising in New York and San Francisco, the two target markets for the campaign. Ads will hit 1,300 buses in New York; wallscapes are planned in San Francisco.
Radio spots will roll out nationally in April through Viacom's Westwood One network, as well as three TV spots featuring MarketWatch TV anchors Alexis Christoforous, Susan McGinnis and Trish Regan.
Media buying and planning is done in-house with an assit from Viacom.
Ads in New York feature the tagline "We Mean Business. Number One Financial News Site. Number One Site for Advertisers." In San Francisco, the tag on wallscapes is a riff on the "Got Milk" campaign: "Got Money? Want More?"
Drive for registrations
"We want to drive interest in the site, but more importantly, drive people to register on the site," said Dan Silmore, director of marketing for CBS Marketwatch.com.
In New York, the effort is designed to influence the media-buying community as well.
CBS MarketWatch.com will spend about $8 million on the push, Mr. Silmore said.