The trend for cross-platform ad deals continues apace, with the news that another such agreement has been forged between cereals giant Kellogg USA and AOL Time Warner.

Negotiated by Chicago’s Starcom North America, the multi-year pact will see Keebler and Kellogg’s-branded products (among them Pop Tarts, Frosted Flakes, Cheez-It and Fudge Shoppe) advertised across AOL TW’s array of broadcast, cable TV and internet properties, including America Online, CNN, The WB and Cartoon Network.

Although financial details were not forthcoming, the scale of the deal prompted one publication to estimate its value at “tens of millions of dollars”.

The agreement, enthused Jeff Montie, president of Kellogg USA’s morning food unit, “enables us to strategically reach consumers across multiple media platforms with a great mix of on-air and online marketing.”

News sources: New York Times; (US)