Widgets deserve more respect from marketers

12/1/2008 | Advertising Age (tiered subscription model)

Marketers are missing a key online opportunity by failing to fully embrace the low-cost, high-engagement widget, which this year will account for just $100 million in ad spending, according to writer Bob Garfield. "At a minimum, [widgets] carry an ad message wherever they go," Garfield writes. "At a maximum, the widget is something like the magical connection between marketers and consumers, not only replacing the one-way messaging long dominated by media advertising but vastly outperforming it."

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