â€oeIt doesnâ€™t have the scale â€¦ Our marketers are looking for scale,â€ Bitterman said.
On the contrary, Bitterman said he and his piers at Digitas canâ€™t get enough of widgets.
â€oeWith widgets, weâ€™ve had some good experiences,â€ he added. â€oeWeâ€™re seeing click through rates of 10%, and engagement beyond that click is also very high.â€
During the session--â€oeMetrics For Emerging Technologiesâ€--Bitterman said Digitas isnâ€™t doing a whole lot of measuring across emerging mediums and its various Web experiments.
â€oeWeâ€™re constantly trying new things so it makes it difficult to measure,â€ he said. â€oeOverall, we try to turn [each campaign] into a study on its own.â€