Metro flyers go mobile

The commuter paper turns another page in its mobile evolution, allowing advertisers to deliver flyers to smartphones, and soon to iPads.

Metro Canada has expanded its iPhone app to include flyers, giving advertisers a new-school twist on an old-school format.

The mobile flyer functionality first launched in beta during the last week of August, with an English-language campaign for H&M. According to Metro, 16.5% of that week’s app users, or 2,800 unique visitors, clicked through to the flyer and looked at an average of 4.5 items. After the test, mFlyer was made available to all clients Sept. 7.

The company worked with Toronto-based Spreed to develop the app addition. The flyers include typical iPhone functionality, including ‘flip and pinch’ options and social media integrations, Hailey Ben-Izhak, interactive sales manager, Metro Canada, tells MiC, adding that there’s also a store locator option.

‘Once users get accustomed to it, we expect it to become a destination,’ Ben-Izhak says.

The tab appears listed among the tabs for the news sections as ‘mFlyer: company name.’ Companies will have the option to upgrade to a tab that includes their logo, and to ‘deliver’ their flyer locally. Though Metro sells banner space on the app, those ad opps won’t be available on the flyers.

The free daily commuter newspaper jumped into the app market at the end of 2009 and expanded its offering to include their MetroPlay gaming app on Sept. 20.

An iPad app, with mFlyer, is planned for a fall release. Metro released a BlackBerry app earlier this year but there isn’t a date for mFlyer integration yet.