• by Steve McClellan  @mp_mcclellan, March 3, 2015

Omnicom Media Group has struck a $50 million upfront advertising agreement with in-theater advertising company National CineMedia (NCM). While OMG has been a buyer of cinema ads for a number of years, the new deal is the company’s first upfront deal with NCM. 

OMG will spend the $50 million on behalf of clients over the next year. Under the agreement, ads will appear on movie theater screens, on-site at theaters including in-lobby activations, via mobile devices and online.  The deal covers NCM’s FirstLook pre-show content that appears on screens just before movie trailers as well as Shazam cinema interactivity. 

“This represents the continued evolution of our premium video strategy, and is another step toward ensuring that our clients have preferred access to a wide range of advertising alternatives,” said John Swift, CEO, North America Investment of Omnicom Media Group. 

“Our clients expect us to identify the best video marketing options,” added Swift, “and cinema fits perfectly into that category. This deal allowed us to secure some of the best NCM inventory, competitive pricing and the ability to integrate the big screen into our clients’ long term marketing plans.” 

“This expanded relationship with Omnicom Media Group is a sign of a pivotal shift in the marketplace as we head into our fourth upfront season,” said Cliff Marks, president of sales and marketing with NCM. “Cinema is now being recognized as premium video with high quality content, increasing reach, strong market coverage and great consumer engagement. “