At Google Inc.'s new office near the Hudson River, Volvo's top U.S. advertising manager has just flown in from California to talk about next year's launch of a new car, aimed at the hip, 20-something crowd.

Linda Gangeri, a Volvo executive, wants to hear Google's ideas about online video. She high-fives the company for its recent decision to purchase online video phenomenon YouTube Inc. and asks for Google's thoughts about how to advertise the new car, which Volvo is considering launching with commercials only on the Internet.

This is a target we've never reached before and one you cannot reach via traditional marketing messages -- they reject it," she tells them. "We look to you and challenge you, with Google being more of that young, targeted mind-set."

Just a few years ago, Google was a bit player on Madison Avenue. It specialized in tiny text ads shown alongside search results and in the margins of thousands of Web sites that partner with Google.

But recently Google has moved beyond search, reaching out to big advertisers to sell them online graphical or display ads on its partner sites. The firm is developing new Web video ad formats that could give TV commercials a run for their money and has been staffing up new projects to sell ads offline in newspapers and magazines and on radio.

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