OMD and MTVN strike first convergent ad deal in the upfront
OMD and MTV Networks (MTVN) have closed a multi-network, multi-platform deal, the first of its kind in this 2006/2007 Upfront season. Under the terms of the agreement, OMD's clients will be the first to receive advertising opportunities across MTVN's diverse portfolio of premier television and online properties. The deal also lays the framework for a joint research partnership.
The expansive deal is the first in the Upfront to encompass all of MTVN's digital assets, as well as the first to comprise the company's many screens, including TV, online broadband, VOD, podcasting and wireless. The deal heralds the next generation in online media planning, enabling OMD to provide custom end-to-end digital marketing opportunities with MTVN's diverse stable of ubiquitous brands. OMD clients will have unprecedented access to MTVN's highly sought-after digital verticals as well as its newly acquired digital brands IFILM, GameTrailers.com, Neopets and Xfire.
"Our ability to strategically combine resources across platforms and the scope of our relationship with MTV Networks have allowed us to do something that creates a new value proposition for our clients," said Joe Uva, President and CEO, OMD Worldwide. "Through this collaboration, we are able to provide our clients with even greater reach to a broad, yet targeted and highly engaged audience of consumers. Our joint research project will help our clients better understand how the different media platforms work together to deliver better consumer experiences."
Also in conjunction with the multi-platform deal, MTV Networks and OMD will partner on a joint research project to further study the concepts of engagement and transference, both introduced in an innovative MTVN study released earlier this year. The project will have a particular focus on transference across platforms. Transference refers to the notion that consumers extend the positive feelings they have for media brands to the advertisers that appear in the context of these brands.
Included in the agreement are MTVN channels MTV, MTV2, mtvU, VH1, VH1 Classic, CMT, The N, Comedy Central, Spike TV, Nickelodeon, Nick-at-Nite, TV Land and Logo, as well as online sites mtv.com, vh1.com, cmt.com, comedycentral.com, nick.com, nickjr.com, the-n.com, tvland.com, nickatnite.com, logoonline.com, spiketv.com and the soon-to-launch website, parentsconnect.com. The deal also includes MTVN's newly acquired IFILM, GameTrailers.com, Neopets and Xfire.
