• by Gavin O'Malley , Staff Writer @mp_gavin, April 10, 2012

Earlier in the day at Media Magazine’s Outfront Conference, Initiative’s Chris Magel said about 2% of ad budgets are be allocating to “digital.” According to Magel: “It could be as little as 1% … It could go up to 2% or 3%. But it doesn’t make sense to go much above that.” Yet, Kevin Smith, Group Vice President of Spotlight Integrated Media Sales at Comcast Spotlight, just put the number closer to 5%. Joe Mandese, Media Magazine editor-in-chief and panel moderator, suggested that the different was perhaps due to Spotlight’s ability to remove friction from the market. Not surprisingly, Smith didn't disagree.