Online sales company Olive Media has launched a new division called Olive Vertical that arranges its premium web properties by content categories such as health, celebrity, automotive and casual gaming.
Kristie Painting, vice-president of sales and marketing for Olive in Toronto, said in a release that advertisers were seeking “a better option” for audience targeting than what had previously been available in Canada’s online advertising space.
Olive Vertical, she said, offers “efficient and effective niche targeting” against audiences including new moms and specific ethnic communities. Olive is also offering advertisers the ability to use emerging ad units across multiple properties with a single buy.
To underscore the importance of vertical groupings, the company claims that sites included in the Olive Moms category have a potential reach of more than 11 million Canadians. Other categories with high advertiser demand include Olive Autos, Olive Health and Olive Style.
Olive also claims that style sites have some of the highest growth rates of all website categories, with comScore citing a 28% increase in unique visitors in January 2011 compared with the year-earlier period.
Painting said that the new division was sparked by increased advertiser demand for what she called “deep content and creative integrations” and “guaranteed performance.”
The product launch is being supported by a B2B marketing campaign that saw key clients receive a locked toolbox with a note announcing the launch of Olive Vertical. To get the box unlocked, interested clients must contact their Olive sales rep.
