One of the biggest challenges for marketers looking to test out new media, which doesn’t always have guaranteed ROI, is convincing those up top to take this risk. There’s a case that it should be easy. After all, it’s the brands that are being “risky” that are making all the headlines. And yet, talk to digital marketing execs, and you’ll hear tales of risk-averse managers who are more interested in protecting their bonuses than in doing something with possibly greater upside for the brand. Digiday spoke with six digital marketers about how best to make the case internally for innovation. The common thread: tie programs to set success metrics.