Omnicom's pooled buying operation OPera has struck a deal whereby at least 10 of its clients from across OMD, Manning Gottlieb OMD and PHD will advertise around ITV's launch. The deal also includes exclusive access to the broadcaster's release of archive shows.
Possible Manning Gottlieb OMD backers for ITV include PlayStation and Virgin Media, which could itself end up hosting ITV broadband content. Other agency clients include Apple and ITV-owned website Friends Reunited. Likely PHD clients include Sainsbury's and HMV.
Neil Mortensen, director of research at OPera, who previously held the same position at ITV and worked on the broadcaster's plans before his departure last year, is heading the agency's involvement.
He said it would trial different advertising formats, carrying out research independently and alongside ITV into their effectiveness.
The plans include new short-form advertising to run as users download content, but ITV is also considering dedicated advertiser channels hosted by ITV Customer Relations (formerly ITV Sales).
It will be the first large-scale offering by a UK broadcaster based on an advertising rather than pay-per-view or subscription model. ITV is also in talks with warring platform providers Sky and Virgin about securing carriage deals for its broadband content, as well as BT Vision.
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