• by Wayne Friedman , June 7, 2006

While media agency executives have been chugging through the broadcast part of the upfront process with limited activity, MTV Networks has struck big pay dirt--renewing and enlarging its massive TV and digital advertising deal with OMD USA.

The deal is similar to OMD/MTV deals of the past, say executives, in the $300 million-plus range--but with a bigger percentage going towards MTV's digital platforms. About 10 percent of the buy is estimated to be earmarked specifically for digital platforms, making it the richest new media package of any MTV Networks deal to date.

OMD clients fit in nicely with MTV, including Pepsi, Universal Pictures, Nissan, and Cingular Wireless--marketers that regularly target the young-skewing viewers.

OMD says this year the deal includes many more multi-platform and digital platform elements than in year's past. The deal will include coverage in new MTV digital brands: iFilm, GameTrailers.com, Neopets, and Xfire.

OMD's clients will get first crack at advertising opportunities across MTV Networks' traditional television and online venues, including Internet broadband, VOD, podcasting, and wireless.

OMD and MTV will also construct a joint research partnership--an effort that will determine consumer-interest metrics, such as engagement.

"Our joint research project will help our clients better understand how the different media platforms work together to deliver better consumer experiences," said Joe Uva, President and CEO, OMD Worldwide, in a statement.

Much of this research will focus on "transference"--the positive feelings consumers have toward media brands and those advertising brands that appear within the media brands.