Real time advertising isn’t a cure all for what ails a company’s marketing woes.   Speaking at the OMMA Global at Advertising Week event, Bryan Wiener, chief executive officer of digital agency 360i, says it near-sighted for one’s entire marketing strategy to be only -- or primarily -- about real time marketing. Amanda Richman, president of investment & activation of Starcom USA says, ultimately: “The brand has to be the Northstar.” Some misconceptions about real-time marketing: “It’s not always on; but always ready,” says Colin Kinsella, chief executive officer of Mindshare NA. He says the …

Actually, it happened in the 1980s, Jon Bond recalled while introducing the "real-time" Madison Avenue panel at OMMA Global this afternoon. Bond, who co-founded Kirschenbaum & Bond and is now an editor-at-large at MediaPost, says the 80s were an important transition period, because there were still a lot of Mad Men era people lingering around, and along came this service, which changed everything: Federal Express, and all of a sudden, "You had to get all your work done by 5:00," Bond said, adding, "You couldn't say it was in the mail. And it hasn't gotten any slower."

360i was the agency behind the Oreo tweet that launched a thousand real-time marketing campaigns of varying quality. At an OMMA panel also feature CEOs from Deutsch NY and MindShare, and Amanda Richman, Starcom USA President, investment and activation, 360i CEO BrWiener noted that “culture jacking” isn’t for everyone. But he suggested markets have to be able to react in more dynamic fashion than could traditionally to current events and cultural developments. He pointed out that the whole ecosystem has to be set up so can respond quickly to marketing opportunity across marketing, legal, PR, and within agencies and their …

Growing advertising businesses take risk for advertising holding company MDC Partners -- as well as coming up short from time to time. “We want to fail -- but we want to fail real small,” says Miles Nadal, chairman/CEO of MDC Partners, speaking at OMMA Global at Advertising Week conference. “We think of ourselves a startup,” says Nadal, who wants to continually add staff and companies from a number of backgrounds. “We don’t care where they come from. Everybody should come from a diversity of skills...I hope we find more and more firms."With that process, Nadal says, …

Despite its many complexities, can online video advertising now be seamlessly bought and sold alongside TV? Gathered for OMMA Global on Monday, most agency executives said, "No" -- though they expressed optimism about the future of cross-platform media planning. Presently, "When it comes to the creative unit and where they're placed ... it's difficult, it's very difficult," said Christine Merrifield, President of Investment and Activation at MediaVest USA. "From a creative perspective, there's a huge difference," according to Eddie Revis, Senior Creative Strategy Lead at T3. Putting Madison Avenue on the spot, Brett Wilson, co-founder and CEO of TubeMogul blamed …

On an OMMA Mobile panel, DDB’s Joe Cianciotto suggested it won’t take as long for mobile to become part of the advertising mainstream as digital or prior media because the industry has already become adept at monetizing digital and has more experience in determining which new platforms are the next Second Life and which will develop into successful technologies or products. MXM’s Rozen said it’s all about figuring out the right content and right context for connecting with consumers via mobile. When it comes to mobile platforms, the agency panelist weighed in on various technologies. To simplify, they were skeptical …

For years media agencies pushed themselves away from creatives at advertising agencies. No longer is that a positive. “I happy that we are sitting closer with creatives,” says Christine Merrifield, president of investment and activation of MediaVest USA, in speaking an an online video panel at OMMA Global. “Years ago we broke away from creative. We need to understand all the creative aspects.” Merrifield says the creative piece continues to be a “challenge" with all the creative executions to consider. Not only that but there are other issues. For example, online video marketers' individual messaging continues to …

Marla Skiko, EVP, Director Digital Innovation, SMV Group, emphasized that mobile is now just part of what SMV does because the medium has become so pervasive. “The third screen really is becoming the first thing we think about,” she said, the way digital years ago became integrated widely into ad campaigns and marketing efforts. Joe Cianciotto, Executive Creative Director of DDB and Chief Digital Officer of NY, DDB, said the agency does more work in digital overall than TV and print. As part of that, DDB is building mobile expertise into all areas rather than keep it siloed in …

Speaking at OMMA Global at Advertising Week this afternoon, TubeMogul's Co-founder and CEO Brett Wilson defined "premium" for online video. Considering how hot the topic is, Wilson's definition was surprisingly simple.

When it comes to mobile commerce, Chasin said comScore thinks m-commerce will hit $10 billion in the fourth quarter, would be first $10B quarter to date. He highlights key themes for fourth quarter according to what he calls the “4 S’s.” -Social commerce: Pinterest now reaches 44M U.S. consumers: 18M are mobile only -Smartphones: New iPhone 5C may help improve penetration among late adopters. -Sit-back Shopping: Through 70M tablets, which have higher avg. spend. -Showrooming: 40% of smartphone users have showroomed, with price motivating the for more than half. M-commerce is growing at a 28% clip annually compared to 14% …