Google may indeed be looking to expand into traditional media, including TV, print and radio, according to Tim Armstrong, Google's VP of advertising sales, who didn't mention specific plans but left the impression that such an effort is on Google's radar, writes MediaPost. "Our advertisers and publishing partners want to run their ads everywhere that makes sense for them, as long as it's profitable," Armstrong is quoted as having said.

"The notion is…we're able to help advertisers break into other media, such as print, radio, and other areas," Armstrong is also quoted as saying. He was speaking during a question-and-answer session after his lunchtime keynote address at the Software & Information Industry Association in New York.

Google on Jan. 17 acquired dMarc, which offers insertion of ads into radio airplay through an online interface - an approach that can be extended to TV ad placement, what some fear would cut out planners and buyers with Google's direct model.