Pay attention to the dynamics of the purchase process, said Wister Walcott, cofounder and vice president of products at Marin Software. Brands have begun to focus on keeping track of in-store conversions originating online, but several factors come in to play that marketers need to watch. A large bedding supplier saw conversion rates climb in cities that didn't have an outlet, but it turns out they bid more on keywords for those cities. He didn't elaborate on the return on investment.

For more marketers to adopt digital video advertising, ROI and standardization of measurement  are the most important obstacles to the further adoption of digital video advertising, according to Randy Cohen of Advertiser Perceptions.

Contrary to conventional wisdom, "The vast majority of digital video ad dollars are not coming from TV," according to Randy Cohen of Advertiser Perceptions, who said the main source of dollars is digital display.  Overall 86% of dollars going to digital video are coming from sources other than TV budgets.

Advertiser Perceptions asked marketers and agencies what the most important factors driving the adoption -- or preventing further adoption -- of digital video were, and found that the top resutls were ad results, the right audience (audience composition) and scale (audience reach) were the top reasons, according to Randy Cohen. Agencies and marketers broadly agree that ad results are the most important factor.  However agencies care more about targeting, optimization, engagement, content and image.

The most valuable camera is with you, not the $3,000 Nikon sitting at home on the shelf, said John Hadl, CEO of BrandinHand and Venture Partners. At OMMA Global during a breakout session on mobile, he tells us to pay more attention to thinks happening around us and related it to the four major consumer behaviors -- communication, content consumption, creation, and commerce -- to connect with consumers. Pay attention to the needs are to self-promote and look smart, find information and make decisions, discover and maintain relationships, be entertained and transact. Understand what mobile means. It's a rethink for …

In terms of advertising verticals, auto, consumer electronics, and travel are most bullish on digital video advertising, while categories like beauty and toiletries lag behind, according to Randy Cohen of Advertiser Perceptions.

Crimson Hexagon's Patricia Gottesman just filled OMMA Global attendees on an interesting project commissioned by the United Nations to understand how the risen commodity food prices was influencing world hunger.

55% of marketeres plan to increase spending on digtial video advertising in the next year, according to Randy Cohen of Advertiser Perceptions, and many of them cite its superior measurability -- especially relative to traditional TV -- as a key reason for spending more. On the other hand agencies (where 69% said they plan to spend more) cited engagement as the main reason for spending more.  In other words, Cohen noted, the marketers -- i.e. the clients, who control the budget -- are focused on ROI and efficiency.

Randy Cohen, president and CEO of Advertiser Perceptions, started off his presentation on digital video with a clip from "Video Killed the Radio Star," taking us back to 1981 when music videos were about to transform the world forever, definitively, irrevocably, for real.  "And how many music videos does MTV play today?  Zero," notes Cohen, underlining the fact that market shifts that are supposed to happen sometimes, in fact, don't.  I'd also point out that radio, while having a rough time of it, is still a $16 billion+ business annually.  So, arguably more vital than music videos nowadays.

There are more than 300 social listening platforms being used by Madison Avenue right now, according to Patricia Gottesman , President & CEO, Crimson Hexagon, a company that is among them.