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In my ad agency experience as an art director and graphic designer, the online part of a campaign is basically integrated within the whole project. Whatever concept gets approved is then translated into creative materials like TVCs, print ads, radio ads and of course the online works. So its more like a question of how solid is the concept? Is it on-strategy or off-strategy? And how easy or difficult is it to produce.
That's a great answer above.
I would add the following.
Depending on whether your design message is being delivered by the "right" media to the "right" target market, your will be reaching highly qualified leads.
designing for offset printing is difficult then others,
designing for website or online campaign is much easier, because when u hit CNTRL+1 u can see what exactly it looks like on the site
but when you are designing for offset printing, u need to cover all the things like edges, fonts size, contrast of text & background etc,,,,
in digital printing its also easy because if u design for large format printing there is almost no issue of text size or something,
i'm a designer for digital printing & advertising company so designing for online campaign or digital printing is much easy for me then design for offset
the both same for me... and its pending for the designer
I think creating advertisements for an online campaign is harder because it's meant to be seen by much more people than printed media