• by David Goetzl  @dgoetzl, February 23, 2012

Some marketers are reticent about investing heavily in the tablet space because they're not sure if there is enough potential ROI, according to Mobext/Havas executive Sarah Amitay. That concern is rooted in whether enough potential customers have the tablets or could the company wait.

“What's challenging for marketers is really trying to understand the scale of tablets right now,” Amitay said at the OMMA Tablet Revolution event.

However, Amitay said they are starting to realize now or later, tablets are becoming critical. "I think their eyes are starting to open,” she said.

From her perspective, she said agencies struggle with trying to get a company's marketing teams to be in sync with the back-end IT operations -- "marrying the road maps that they're working on."

Of course, some companies may move faster in the tablet space depending on CEO behavior -- when a CEO gets an iPhone he or she might ask why aren't we doing more there. Derek Fridman of SapientNitro said it can become even more granular -- when a CEO goes from an iPad to an iPad 2, there can be a call to move faster, even as an agency is mid-project.