Transcontinental Media is adding 25 million online video pre-roll spots to its ad network through a new agreement with Undertone, a digital ad network.

Undertone recently acquired Jambo Media, whose inventory includes video roll across more than 200 websites that span categories of health, music and news, giving Transcontinental now has exclusive rights on overlaying pre-roll and mid-roll spots on those properties in Canada, Dominique-Sébastien Forest, VP national digital solutions at Transcontinental, tells MiC.

‘Jambo Media is the third largest ad network in the US,’ says Forest. ‘Video inventory is in very high demand right now in Canada – it’s a very engaging format.’

About four months ago, Transcontinental started to develop third-party website representation deals with Demand Media and PopSugar.com, bolstering its categorical and reach offerings to advertisers, he explains.

The deals offer Transcon’s advertisers more opportunities to target a specific category and expand their reach. As an example, Forest says, Estee Lauder in New York, which normally places ads on Elle.com, increased its ad buy by $40,000 because of the expanded ad network and added sites.

‘Six months ago our network had 1.4 million unique visitors per month. Now, we are at over 10.1 million unique users. In terms of reach in Canada, this is almost triple our ad inventory. So it’s just providing a better execution and opportunities for our advertisers,’ Forest says.

Other brands that are taking advantage of this new expanded reach include wireless companies like Telus and beauty brands like L’Oreal.

Jambo Media’s properties are diverse, but include high-traffic categories like online dictionary Merriam-Webster and song lyrics site Lyrics.net. But it also includes a variety of lifestyle and entertainment sites like TheGardenCentral.com (pictured) HockeyTradeRumors.com, and TheFashionables.com.