Because of its serious scaling shortcomings, mobile will remain on the margins of Digitas’ media planning strategies. That was the word from the agency’s VP and media director Jordon Bitterman during a break out session on Tuesday afternoon.

“It doesn’t have the scale … Our marketers are looking for scale,” Bitterman said.

Conversely, Bitterman said he and his piers at Digitas can’t get enough of widgets.

“With widgets, we’ve had some good experiences,” he added. “We’re seeing click through rates of 10%, and engagement beyond that click is also very high.”

During the session–“Metrics For Emerging Technologies”–Bitterman said Digitas isn’t doing a whole lot of measuring across emerging mediums and its various Web experiments.

“We’re constantly trying new things so it makes it difficult to measure,” he said. “Overall, we try to turn [each campaign] into a study on its own.”

This entry was posted on Tuesday, September 25th, 2007 at 5:30 pm and is filed under OMMA Global New York. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.