Google has signed up to its biggest ever cross-media advertising deal with MediaVest, part of the Publicis empire, highlighting the growing clout of digital platforms.
The deal sees MediaVest commit to spending tens of millions on YouTube advertising as well as Google’s network of websites and mobile apps, with Google helping to measure the effectiveness of these ads and also creating custom digital campaigns.
Brian Terkelsen, chief executive of MediaVest, said: “For years, the digital world has been asking for the dollars and laying out a case for why.
“This is a moment in time where we are beginning to see a new level of transparency, a new level of partnership and a new appreciation of the size of the prize that is available.”
Analysts expect this digital migration trend to accelerate in coming years as digital video audiences reach critical mass, potentially denting traditional advertising heavyweights such as television.