Olive Media is looking to make reaching Canadian moms, celeb watchers and fashion fanatics a little easier in 2011 with the launch of Olive Vertical, a new division of the Toronto-based company.

The new division sees a host of Olive’s ‘premium’ websites organized into content categories by psychographic. Categories include Olive Moms, Olive Autos, Olive Style, Olive Health, Olive Celebrity, Olive Casual Gaming and Olive Luxury.

The idea for a new division was sparked by trends in the sales department, Kristie Painting, VP, sales and marketing, Olive Media, said in a release.

‘In 2010 we saw two clear trends: advertisers looking for deep content and creative integrations and advertisers seeking guaranteed performance,’ she said.

‘We’ve also layered in the ability to use emerging ad units across multiple properties in a single buy,’ she added.

Ad opps across the new suite of sites include standard IAB ad units, homepage takeovers, XXL OPA ad units, wallpaper, roadblocks, pushdown OPA ad units, advertorial, custom integrations, brand blocking, adver-games, newsletters, e-blasts, custom clip creation, video and mobile.

This week, Olive launched a mini b2b campaign to promote Olive Vertical, sending locked toolboxes to clients across the city. In order to access the secret trove, clients had to call their Olive ad rep for a meeting.

Olive Media is owned by Torstar Digital and Square Victoria Digital Properties. Collectively, the company has a reach of over 17.4 million unique Canadian visitors monthly. The company has recently announced a slate of new hires, building up its employee roster across all divisions.