Amobee won the mobile ad network shootout of 7 ad network providers. Roger Wood, SVP and general manager, wins an iPhone (once MediaPost gets its hands on one). Wood said one of the challenges facing the mobile industry is the inability at this time to make one big media buy in one fell swoop. "If you wanted to, you couldn't buy up all the inventory on a carrier. You can't buy up a title. You have to find a way to make a quilt (through multiple media buys). It's not a tapestry yet."

Heidi Lehmann of Third Screen Media broke down the numbers for the four main types of mobile usage: SMS, WAP, Downloadable Apps and Video.

Mobile: Marketer's dream or nightmare? It all depends on execution, said panelists on the "In Which Pocket Does Mobile Fit?" session.

Mobile phones are growing in importance as a tool for "boredom relief," said Angela Steele, mobile activation director for Starcom Worldwide. "Consumers have lost the ability to idle."

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 …