On the question of the effect of today's iPhone launch on the overall industry, keynoter Richard Williams of Verizon was ready with an answer.

Richard Williams, executive director of digital media operations for Verizon, said since speedier 3G handsets were launched, mobile Web use has tripled. (Before 3G, mobile Web pages took about 10 seconds to load. With 3G, pages load in 3-5 seconds.)

Bob DeSena, managing director/North America for iO, laid down his manifesto for mobile marketing. He says it's time to declare an end to "technological testosterone" and focus on the 2.6 billion mobile phones that will be deployed next year as "consumer connection devices."

Alan Schulman made a great point relating to pre-roll ads, commenting that the ideal for the new medium is multiple assets at different time lengths. This makes a lot of sense. Advertisers already feel restrained with :30. The video the pre-roll is tacked on to is sometimes as short as 1:00. Having half the content time taken up by an ad is not good for the audience. So why not have a 10 second "trailer" for a longer, let's say 2-minute ad. The creative can be more complex and engaging, and the pre-roll takes up less time, and …

Of all the players to jump on Apple’s iPhone hype, the one that surprises me the most is an announcement from Playboy that it’s creating a whole new content line for the new Apple gizmo. According to Hef, it’s called iPlayboy, and it features an assortment of free, multimedia content including a set of 12 â€oesexy, non-nude playmate photos,†a one hour episode of Playboy Radio’s â€oeThe Playmate Hour,†and other stuff straight out of the mansion. â€oeIt's the next best thing to having playmates on speed dial,†claims the adult entertainment publisher.

Turns out the search video business has less to do with video and more to do with those little postage stamp size images that accompany their links on a search results page. At least that’s the way a panel of leading video search services put it Thursday afternoon during OMMA Video. â€oeEveryone thinks we’re in the video business. We’re actually in the thumbnail business,†explained Chase Norlin, CEO of Pixsy, who also offered some suggestions for video publishers looking to optimize their results on video search engine pages. Norlin said video search is at much the same point …

Here, for the first time, online researcher Dynamic Logic revealed the secrets to getting viral videos passed around. The answer, apparently, is the same concept that works in Hollywood. â€oeThe video has to have legs,†said Michelle Eule, VP-research at Dynamic Logic, during a presentation Thursday afternoon at OMMA Video. By legs, though, Eule didn’t necessarily mean the traditional show biz term, though if you have the kind of viral video legs Eule means, you’ll probably get the other kind too: the kind that keep your video popular and highly viewed. Legs, as it turns out, stands for …

Michelle Eule summed up the recent research Dynamic Logic had done on digital video -- specifically, what makes viral video successful -- with four words: "Viral videos need LEGS" The most viewed viral videos consistently had: L - Laugh out loud humor E - Edginess ... G - Gripping content S - Sexiness ... You heard it here, folks. If you want your video to go viral, you have to be willing to make your clients step out of their comfort zone.

More from Millward Brown What people do while watching episodes. Those watching online are most likely to watch a full ad. Those on DVR most likely to skip. 82% who saw it online were likely to remember the ad. The highest of all. 44% who saw in online context were also favorable to the brand.

Millward Brown did some research on what videos go viral and discovered they share these factors: Laugh (have to be laugh-out-loud funny) Edgy (make you a little uncomfortable) Gripping (you can't stop watching) Sexual Content (surprised?) Michelle Eule recommends IKEA's Pig Chase if you want to get the idea.