After giving a Hallmark pitch on how social networking allows him to connect with family members including his niece and grandmother, Brandon Lucas then used the example of a friend sending him a photo of a guy getting Tasered at Coachella to desribe the killer app of mobile: immediacy. Moderater Catherine Taylor then coined the term "Taser metric" to measure mobile immediacy.

Disney is frequently thought of as a consumer brand, but it owns and operates some of the biggest and most powerful advertising brands, like ESPN and ABC. So it should come as know surprise that Disney Co. Has just launched the "Disney Ad Lab," a new research facility to test advertising formats on new media platforms, and across platforms -- specifially mobile, and the three sceens of mobile, TV, and PC. "We're spending a lot of time looking at the three screens," ESPN digital and mobile sales diva Lisa Valentino told OMMA Mobile attendees.

How about bigger than online? That's what ESPN VP-Digital and Mobile Sales Lisa Valentino seems to think. "I actually think our mobile business is going to be bigger than our digital business."

On a panel featuring big mobile publishers including ESPN, Yahoo, CBS and NBC, moderator Frank Barbieri asked ESPN's mobile sales vp Lisa Valentino why he doesn't see many ads on ESPN's mobile site. She suggested that if he looked during certain "pockets of the day" he would see a lot of ads and added that ESPN mobile serves billions of impressions a week. The sports network had better hope advertising will carry the day since its high-priced Mobile ESPN venture a couple of years ago bombed out. ESPN will also launch 3 iphone apps this summer, Valentino said, without providing …

What share of the attendees at OMMA Mobile is happy with their mobile “fill rates” -- which measures your existing inventory’s ability to meet consumer demand? Apparently none according to a show of hands. Cool apps and one-off campaigns are great, but it’s time for the mobile industry to really get down to business, according to Michael Shim, Managing Director, Head of Mobile Sales and Business Development at Yahoo -- which, by the way, has been mobile since 1999. “It’s time that we as (an industry) focused on building the business of mobile … and bringing it to …

...Try having only limitted access to the conference's wifi hub, and the room's power outlets. Believe me, I know. And let me tell you, it was an ingenious strategy on the OMMA Mobile conference organizers part, because instead of banging their laptop keyboards the room is clicking all over there hand-helds. In fact, if you listen closely, it sounds a little like a field of cicadas clicking and chirping. Another interesting ploy on the conference organizers part was trying to cram a standing room only crowd into a too small conference room at the Crowne Plaza. It makes things …

The media director's panel highlights a split in mobile media between high and low-end campaigns, with not much in-between. At the high end, it might be an iPhone app that's expensive to build and may or may not take off, and at the other extreme, SMS campaigns integrated with traditional media, whether TV or a billboard featuring shortcode for getting more information about a promotion. In all the complexity and confusion surrounding mobile advertising, that's a pretty clear choice.

Zenith Media's K-Yun Steele thinks it's the best of times, but also the worst of times where client mobile marketing strategies are concerned. He cited an anonymous "fashion" client as a worst of times scenario, noting that the client wanted to use mobile for a fahsion retail marketing effort, but hadn't thought out the implications, had no customer database to target them mobilely, and had a weak CRM system. In the end Steele suggested the try retailing ring tones vs. fashion products. Actually, that's what his best of times scenario client, Puma, did during the Beijing Olympics. …

There's one thing we all perhaps intuitively know about mobile devices that can't quite be measured (until there is a way to use the device's camera to gauge how far the user is holding it from his face): real engagement. You know the way the typical person checks his email or watches video on a phoneâ€"as pantomimed by Joy Liuzzo of Insight Express from the stage at OMMA Mobile so well this morningâ€"holding the phone six to ten inches from his face while contorted in intense concentration. Try to someoneâ€"a grown adult, mind youâ€"checking his email. It's like he …

That's what Ogilvy Interactive's Maria Mandel shared with us this morning when she showed us a mobile branding campaign for Ogilvy's "most important client: God." That's right, it seems the Almighty isn't as ominpotent a brand as you might think. At least not in Singapore, where Mandel said God had a "perception issue" among the youth market. "God wasn't perceived as hip and cool among the youth in Singapore," Mandel explained, adding that Ogilvy countered that with a cool media campaign -- an SMS text effort targeting the text messaging market withdaily alerts fro God, such as, "You …