Uptrend hooks brands up with Universal music fans

A new roster of targeted ad opps are in play on the recording company's online entertainment platform, GetMusic.ca.

Toronto-based online advertising representation network Uptrend Media has partnered with Universal Music Canada to help advertisers zero in on music fans via UMC web properties, including GetMusic.ca.

The newly re-launched site, which will be the hub for Universal Canada, works directly with artists, and can offer genre targeting and geo-targeting opportunities. The site offers artist and music news, concerts dates, ringtones, contests and promotions, links to artist sites and blog entries on Universal releases.

Brand involvement includes standard rich media, banners and pre-roll video ads, as well as branded video players targeting a particular demographic by grouping together Universal artists.

‘Universal has a breadth of data on who is listening to what artist,’ Duke McKenzie, president of Uptrend Media, tells MiC. ‘So we are able to target relatively accurately by the content.’

Previous to the launch of the consumer-oriented GetMusic.ca three weeks ago, UMC content could be found online via the Universal Music Group of Canada website. According to the February 2009 Comscore data, the website reached 1 million users in Canada.

‘Universal Music has unlimited access to a lot of content and video. This provides a unique opportunity for advertisers to reach consumers in a branded, legal and safe environment,’ McKenzie tells MiC.

Banner ads have just launched on the GetMusic.ca website and the video component will begin in three to four weeks.