Google continues to rake in advertising dollars once earmarked for television. Magna Global, part of IPG Mediabrands, committed $100 million of its managed client advertising dollars to the Mountain View, Calif. company in a one-year upfront deal, as more marketing brands realize the benefit of integrating television advertising with digital media.
A Google spokesperson said the Magna Global deal is very similar to the previous ones signed last year with Mediavest, and Publicis Groupe's DigitasLBi and Razorfish. The agreement spans across all Google properties, including YouTube.
Magna Global and Google worked together prior to the agreement. In a prepared statement earlier this month explaining the Google and comScore vCE validation partnership, Kristi Argyilan, Magna Global North American president, acknowledged that IPG Mediabrands runs the vast majority of its digital campaigns through DoubleClick.
Google -- along with Yahoo, Microsoft and AOL -- have been working more closely with media agencies. The companies created the NewFronts event scheduled for April 2014 in New York to showcase the digital version of the television industry's annual upfronts, where billions of dollars in advertising slots for programming are purchased in advance.
Technology tied to attribution modeling continues to help brand marketers identify and make more accurate advertising investments in television and online media, from display ads and video to search engine marketing. Even home school programs like online public school learning center K12 have begun to realize the need to find balance.