A new dose of Dose.ca

The entertainment website for the 18- to 34-year-old demo adds new site-takeover opportunities, more ad units, channel dominations and dedicated microsites.

Canadian entertainment website Dose.ca debuted a flashy new look today, complete with new opportunities for advertisers to reach its 18-to-34 target demo.

With 681,000 unique visitors last month, according to ComScore, the Canwest-owned Dose.ca features entertainment news and content, including video, games, listings and photography. New content comprises a Facebook ‘Fun Box,’ which features user pics from Dose’s Facebook fan page, club and concert listings, more photos and video and a new ‘Style’ section.

New opportunities for advertisers include an extra ad unit – it now features two big boxes and a leaderboard on the homepage – channel takeovers and dedicated microsites. New back-end tech for the site is designed to change frequently, which creates the opportunity to refresh the site’s look often or create custom site takeovers featuring a themed wallpaper. The site will continue to host dedicated microsites, such as the Twilight site currently up, with takeover branding and dedicated ad units.

‘For our audience, we wanted a better platform to showcase the content and personalities from Dose.ca: bigger pictures, more video and an easy way to find the exclusive interviews with music and entertainment personalities that you can’t get anywhere else,’ Ray Philipose, VP strategy and product development, Canwest digital media, told MiC. ‘For our advertisers, we wanted a platform that allowed for immersive branding experiences like the custom wallpaper feature we offer.’

The site will be promoted with a national media buy, handled in-house, across print, online and TV as well as a guerrilla-style postering campaign in major Canadian markets.