Widgets deserve more respect from marketers

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." Advertising Age