YouTube parent Google has signed its biggest cross-media advertising deal with MediaVest, part of Publicis, emphasising the shift of ad budgets to digital media including YouTube and mobile apps.

MediaVest, whose clients include Coca-Cola, Honda and Walmart, has committed to spending tens of millions of dollars over the next year to buy advertising on YouTube as well as Google’s web and mobile networks. Google will also help MediaVest measure the effectiveness of ads and create new digital campaigns. The partnership is nonexclusive.

“For years, the digital world has been asking for the dollars and laying out a case for why,” Brian Terkelsen, chief executive of MediaVest, said. “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.”

Deals such as this show how marketers are catching up, with shifting user habits and shift the $205bn in ad spending on TV annually.

“In many ways, the deal confirms the tremendous momentum that we have on YouTube and the importance of online video to brand marketers,” Torrence Boone, Google’s managing director of agency business development said.

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