Juice Mobile announced Friday an exclusive partnership with Metro English Canada for the mobile shop to represent its entire mobile inventory. The agency will now sell ads on all of Metro’s English mobile editions, including Metro Toronto, Vancouver, Ottawa and Winnipeg.
Metro ads will be sold using Juice’s new ad platform, Nectar, which prices ads by environmental factors like location, age and type of device instead of the traditional model of supply and demand. Launched last month at Mobile World Congress in Barcelona, the platform aims to make more optimal buys for media agencies.
Metro is the second major Canadian publisher to put its entire catalogue of mobile ad inventory on Nectar. Last month Juice announced an exclusive deal with Postmedia News to sell ad space on its mobile sites, which include the online editions of papers like the Montreal Gazette and the Ottawa Citizen. Given the reach of Postmedia and Metro English Canada – which averages 6.3 million monthly mobile page views – and Nectar’s additional media partners including BBC, St. Joseph Media, Corus, Juice is quickly building one of the most extensive mobile ad networks in the country.
Metro will continue to sell ads on its mobile properties through its own sales staff but will otherwise only use Nectar moving forward. “Metro offers brands massive reach and unparalleled access to targeted urban audiences across Canada,” said Juice CEO Neil Sweeney. “As Metro continues to build its mobile presence with compelling content, Juice Mobile will focus on delivering optimal value for advertising stakeholders.”
