Just Asking

You want me to say, “More and more of my budgets go online because TV is on a steady stroll to the grave,” right? Well, I’m not going to say it. Not because I don’t believe it, [but] because I love TV. —Rachel Timmerman, creative media strategist, Red Tettemer, Philadelphia

0-100 percent, though my bias tells me that every plan should have a digital component. —Nick Johnson, vp, digital media sales, NBC Universal, New York

We are seeing smaller companies spend 50-80 percent of their budget online and doing very well. To bolster . . . offline campaigns, larger brands spend 10-25 percent of total budgets online to try and achieve that 360-degree awareness. —Chris Pape, principal, PapeBoston Interactive, Boston

At this point, 30 percent. That’s where people are beginning to live, and it can be tracked. —Mary Warlick, CEO, The One Club, New York

Big spenders can be effective at 15-20 percent. Smaller “challenger” brands may need to allocate 65-80 percent of their budget to digital to make an impact. —Pam King, svp, media director, Thomas Taber & Drazen, Denver

If you’re talking to a younger [target audience], put more into alternative media. For older consumers . . . stick with more familiar forms such as TV, print and radio. —Brad Emmett, cd, DeVito/Verdi, New York

It’s not advisable to apply a specific percentage to digital spending, as it can vary widely based upon any given client’s unique business challenges, objectives and budgets. —Richard Weinstein, partner, media director, Connelly Partners, Boston

We have one client investing 60 percent of its budget in digital, another spending 5 percent. And both are right, given their needs. We do have 100 percent bias toward coming up with digital solutions because digital’s new and effective approaches lead to breakthrough ideas and unprecedented accountability. —Bill Cronin, president, Cronin & Co., Glastonbury, Conn.