Mediapost report that measurement is a big hurdle to spending on emerging media. Widgets are certainly emerging media - and we’ve got a good handle on the tracking, reporting and metrics aspect of the widgetsphere.

Measurement Seen As Hurdle to Ad Spend On Emerging Media - 11/15/2007  

According to a survey by Gundersen Partners among 377 marketing and general Management leaders on new and emerging media, about 45% of the respondents allocate less than 10% of their budget to new media.
Of the hurdles mentioned, nearly 40% cited insufficient knowledge and 33% stated not having enough time to evaluate them. According to the study, though, Agencies did not score well in meeting advertiser information needs for “educating and exposing clients to new/emerging media”. The gap in the knowledge base of most advertisers with regard to new/emerging media, says the report, exists not only because of the wide variety of options, but also because of the constantly changing dynamic nature of the space. Given the amount of change, metrics do not generate the same level of confidence as in traditional media.

Technorati Tags: wguk07, metrics, emerging media

Filed under: conference