MarketingVOX comments (via Ad Age) that

Some agencies have even set up areas where employees not as familiar with new media technologies can immerse themselves and where younger people can fiddle with gadgets.

But the new media world doesn’t come with the same measurement standards clients are accustomed to, and that’s limiting how far agencies can push boundaries.

The last paragraph is interesting. Perhaps the challenge here for agencies (and clients who spent years at University learing this stuff (count me in that group, my one paper on Promotional strategies was more confusing than my statistics class because there were no rules) is that the new media is far more measureable than that which went before it. TARPS & GRPS are now replaced with UV’s & CTR’s. The difference here is that the later are actually based on actions your clients / prospects took rather than a percentage of the potential audience available.

To me this is very simple. Perhaps the biggest shift that needs to occur is more a mental one than a physical one.