At the OMMA Mobile show in Los Angeles, Nic Covey, Nielsen Mobile's Director of Insights, revealed how cell phone users are responding to mobile advertising. For starters, Nielsen finds that 13 percent of mobile data users both recall and respond to mobile ads, while 16 percent view the ads but do not respond. Not surprisingly, the vast majority, 70 percent, does not recall mobile ads at all.

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Nielsen mobile marketing guru Nic Covey also shared some insights about the current state of mobile advertising awareness among U.S. mobile subscribers. And it's growing, but it's still minority of the total subscriber base. Less than a third (29%) of all mobile data users recall seeing some form of mobile advertising while using a mobile data service.

Nielsen Mobile Guru Nic Covey also revealed the first look ever of a new Nielsen mobile "ratings" product ranking the top mobile Web destinations based on advertising impressions served. Not surprisingly, the top player is also the top player on the wired Web -- Yahoo -- but the new Nielsen product, Mobile AdRelevance, breaks the ranking down by vertical, ad-supported channels. So Yahoo Games ranks No. 1 with a 21% share followed by Yahoo Finance, and Yahoo News.

That's right, that's what Nic Covey, Director of Insights, Nielsen Mobile, pointed out this morning during the opening keynote at OMMA Mobile in Los Angeles. Okay, so it's a bit of old news, having been released by Nielsen a couple of weeks ago, but it bears repeating that around the first quarter of this year, the average number of text messages received or sent by the typical U.S. mobile subscriber surpassed the number of calls for the first time ever. During the second quarter, the average users had 357 text messages vs. 204 calls.

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DVRs aren’t all that old, but in a OMMA Video panel session entitled “The New DVR”, ad buyers and network TV executives pondered whether traditional media distribution through online video makes a suitable replacement. Short answer: “we’re still years away,” said Nick Johnson, NBCU Digital Media’s VP Sales, Broadband and Internet.   In the meantime, the network majors continue …

Is it easy to get your favorite TV shows on line? Not really. Amanda Richman, senior vp and director of digital …

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Wow. That’s all there is to say about it. Actually no, there’s more: in the midst of much conversation about whether, how and why user-generated content “works” or falls flat, Joshua Katz, president of marketing for Al Gore’s CurrentTV, showed three examples of ads created by CurrentTV fans for various products which were, in a word, incredible. Not only do they “work,” they were equal if not superior to expensive brand advertising. The first, by 23-year-old John Roberts of North Carolina, was a funny one minute video profile of John’s relationship with his Toyota Prius, in which he is …