Nightlife.ca has been relaunched with responsive design to optimize the site’s cross-platform capabilities for users and advertisers.

Apart from traditional display formats and sponsorship opportunities, the Newad-owned property, which is targeted primarily at adults aged 18 to 34 living in the Greater Montreal area, will now offer native advertising opportunities. Additionally, its display ads are now sticky, which Martine Desjardins, EVP, publishing and content, Newad, tells MiC will ensure that ads are visible at all times and improve click-through rates.

Desjardins says the shift to responsive design will ensure that all ad formats are optimized across all platforms to drive better performance for advertisers, noting that Nightlife made the change because its audience is increasingly coming from mobile devices.

From an editorial perspective, the site will continue to focus on covering lifestyle, entertainment and cultural events. Desjardins says the site will look to add new columns to its editorial mix, but that the primary goal will be to build a more robust events calendar and recommendation section, which Nightlife is already well known for.