• by Tyler Loechner , Staff Writer @mp_tyler, September 26, 2013

I noticed something during Ad Week. You probably noticed the same thing. People still can't help but mention the "O" word -- or brand, I guess --  when the topic of real-time marketing comes up. But at the same time, people are ready for it to stop. So ready, in fact, that Kinetic Social's Chief Strategy Officer Carree Syrek tabooed its mention while moderating a panel at OMMA Global at Advertising Week this week.

In case you don't know what the "O" is, see below:

I had to blank out the word from the middle of the picture to avoid naming it, but I think you know "O" now. Also, that picture really gives new meaning to the term "food porn," doesn't it?

I've quipped about "real-time marketing" and its current, de facto definition before. I even RTBlogged about it just the other day, arguing that the biggest challenge with real-time marketing is that it doesn't yet have a real place in the marketing world.

Why do I call its definition a de facto one? Because nobody has one other than: "What 'O' did." That is the definition.

Now close to eight months removed from the big "O" moment, shouldn't we have something else to talk about? I'm part of the problem, but that doesn't mean it's not a problem.

Below are some Twitter reactions when mention of "O" was tabooed during the OMMA panel:

Finally a panel that is not mentioning Oreo today. #pleasestop#mpomma

— Milaurys Ortega Ward (@MimiOrtega) September 24, 2013

"If you say #Oreo or #realtime, you must pay." -Carree Syrek. No really, the panel has to put $ in a glass if they use a cliché #MPOMMA#AWX

— Chris Gilbert (@Gilbercrat) September 24, 2013

@ericanardello def my fave "ad" of the year but soooooo tired of hearing about it at these conferences

— Dara Noble (@execsweetie) September 23, 2013