• by Gavin O'Malley , Staff Writer @mp_gavin, September 25, 2007

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.

â€oeIt doesn’t have the scale … Our marketers are looking for scale,†Bitterman said.

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

â€oeWith widgets, we’ve had some good experiences,†he added. â€oeWe’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 isn’t doing a whole lot of measuring across emerging mediums and its various Web experiments.

â€oeWe’re constantly trying new things so it makes it difficult to measure,†he said. â€oeOverall, we try to turn [each campaign] into a study on its own.â€