Takeaways from the session titled Best Case Scenarios: Learning from Good Work include "public space interactions and opt-ins," said Joe Mandese, MediaPost editor-in-chief, as he wrapped up the panel discussion. Panelist said they will take calculated risks testing and learning new technologies such as Bluetooth, QR codes, and cashless payment systems like near field communications (NFC).

Chief Marketing Officers at big brands across the country are "very concerned about the marketplace," media strategist Dan Hodges told an audience of mobile marketers and advertisers at the OMMA Mobile show in L.A. He cited five key takeaways from a recent Association of National Advertisers conference that mobile marketers would find particularly useful

Media strategist Dan Hodges got this morning's "A Brand's Eye View" off on a political note at OMMA Mobile by gauging the audience on a fairly topical brand: "Brand Obama." "Who saw the infomercial for Barack Obama last night," Hodges asked the audience, which elicited a tepid showing of hands.

Mobile marketers would do well not to get ahead of themselves, according to Patrick Moorhead, director of emerging media Ave. A/Razorfish -- or rather, they need to realize that they aren't necessarily the target of their own mobile campaigns.

The panel discussion at MediaPost's OMMA Mobile conference on Thursday morning touched on one of the most interesting trends in digital media: the integration of mobile and out-of-home place-based marketing campaigns (not to mention experiential elements).

It's early, early days for everyone involved in the mobile Web and mobile advertising, and MTV's Greg Clayman, EVP of Digital Distribution and Business Development, believes application development will be particularly important for marketers. "It's not easy" to get right, he said, adding that like social media, there are pitfalls to getting it wrong.

That' s what MTV Networks digital guru Greg Clayman cautioned during this morning's OMMA Mobile keynote. "If all we do with this medium is sell banners, we're dead," he warned.

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.