Rich widgets for consumer smart phones will represent a significant new platform in the digital advertising world and one worthy of VC investment, according Tim Chang, a partner with Norwest Partners, a top-tier venture capital firm in Palo Alto. 

He is looking to invest in this area along with analytics companies which track engagement of media consumption through hyper syndication.

I caught up with Tim earlier this month in Manhattan at Advertising 2.0.  Tim says there is quite a lot of pressure on the "bubble" of Web 2.0 VC investment and says that start-ups will need to prove enduring consumer engagement and scale to raise additional funding. 

He says that while there are many great technologies, too many companies are reliant on advertising.  He says that companies need to look at other revenue models including e-commerce.

— Andy Plesser, Executive Producer