• by Joe Mandese  @mp_joemandese, May 13, 2010

He calls it an entirely "new space" in the industry, and a great opportunity to tell marketers a "new story" about how to reach consumers. And a new way to tell consumers some new stories.

The problem, he said, is that the industry has so far been talking a little too narrowly and a little too traditionally to get that story across.

"I'm not sure we have a compelling story yet," Sullivan said during the Big Buyer's panel at the digital ooh forum. "Instead, we are chasing the traditional media for dollars."