No numbers to back up his statement, but worth noting his opinion: Jordan Bitterman, the vice president and media director of Digitas, the digital ad agency owned by Publicis, has said that his company thinks mobile lacks the scale to be a focus point for new media campaigns for clients. It will, in the words of the MediaPost story that covers his comments, remain on the margins of investment. When Publicis bought Digitas earlier this year, the ad giant set a goal of deriving 25 percent of its revenue from digital investments, including mobile, by 2010. If Bitterman’s comments carry weight on how that strategy will be delivered, these revenues are more likely to come from the new buzzword in interactive online media: widgets.
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