• by Laurie Sullivan  @lauriesullivan, March 3, 2015

Omnicom Media Group has entered into an upfront agreement with National CineMedia to bring Omnicom client brands to movie patrons across NCM's network. The deal, which will cover approximately $50 million in advertising during the next year, is the latest example of Omnicom Media Group's video-neutral approach to media-buying.

This upfront buy crosses several types of media to reach moviegoers on-screen, on-site, and on mobile devices. It also includes NCM’s FirstLook pre-show, Shazam cinema interactivity, movie theater activations, and online and mobile video campaigns specifically targeting NCM movie audiences.

"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 in a prepared statement.

This 2015 upfront deal expands Omnicom Media Group’s successful use of cinema, per Cliff Marks, president of sales and marketing with NCM. Cinema has become a premium video media buy, with high-quality content, increasing reach, strong market coverage, and great consumer engagement.

The overall mobile advertising market worldwide will increase 59.8% to $64.25 billion in 2015, up from $40.20 billion in 2014, eMarketer estimates. By 2018, mobile advertising spending should reach $158.55 billion worldwide.

The deal encompasses more than mobile advertising. The entertainment factor and access to video and movie theater trivia games through smartphones continues to fuel marketing in theaters.

In 2015, 2.41 billion people worldwide will access the Internet via mobile phone at least monthly, representing 53.9% of mobile phone users, eMarketer estimates.

For the first time, more than one-quarter of the global population will use smartphones in 2015; and by 2018, more one-third of consumers worldwide or more than 2.56 billion people, per eMarketer. Smartphone users in North America should surpass 220 million this year, up from 204 million in 2014, estimates the analyst firm.