Try out the latest technologies
Early adopters of technology often suffer a lot of headaches while trying out the latest insanely great thing.
In contrast, marketing is where first movers often have significant advantages. The first banners pulled unreal results by today's metrics -- because they were new and web pages weren't so flooded with them. When Flash ads first came out, they almost always drove campaign performance up in large increments because they were the only thing with fluid motion on the web at that time.
Today's new technologies can generate the same effect.
These can be both rich media production technologies and media placement technologies. The reason new marketing technologies work is simple: Almost all of them focus on one of two things. They either focus on improving the odds that your message will get to the right person, or they focus on improving the impact of that message when it reaches that person.
Assuming your message is relevant, there isn't much else that matters outside of those two factors, until the viewer arrives at the destination or conversion point.
So give new technologies a shot. Again, you don't have to spend a lot to get a sense for whether or not they're going to pay off across the larger media spend.
