Mandel mentions "Recipes on the Go" mobile program Ogilvy created for Kraft to allow people to register to get recipes via cell phones and to send recipes while shopping back to home computers. Participatns on avg. used at least one recipe via the program, and helped drive sales. I'd only heard about the success of the Kraft iFood recipe app, highlighting the ability of the iPhone to turbo charge mobile programs b/c the ease of use on the device. Ogilvy was only involved in SMS and online parts of Kraft effort; the company developed iFood app separately.

At the risk of hyperbole, the mobile web will become nothing less than “the holy grail of marketing,” insists Ogilvy Interactive’s Mandel. In the not-too-distant future, she said, “the mobile phone becomes ‘the’ killer app.” Presently, according to research cited by Mandel, consumers rank their mobile devices as their third most precious “things” â€" behind only their wallets and keys. Soon, said Mandel, mobile devices will move up from being the third screen to the first screen. That, she said, will warrant no less than $3.3 billion in mobile ad spending by 2013.

At least, that's what Ogilvy Interactive's Maria Mandel said during her keynote at OMMA mobile this morning. While consumers currently see "advertising as a bad word" on mobile media, they are increasingly becoming reliant on their mobile devices, and ultimately will become reliant on using them to conduct all sorts of commerce, including their interactions with marketers. They just may not be thinking of it as advertising, as we know it. When Ogilvy conducted research, it found that consumers consider their cell phones the third most important thing to take with them when they leave home, next to their …

This morning at the OMMA Mobile, Maria Mandel, Executive Director of Digital Innovation at OgilvyInteractive, is trying to answer the one question on everyone’s mind: Is this, finally, ‘The Year’ for mobile. The answer? Yes and no. Finally, said Mandel, “Mobile marketing has started to develop.” Still, as one might expect, “It’s just the beginning.” Nationally, the mobile web has reached about 20% consumer penetration, and, as Mandel notes, it wasn’t until the ‘traditional’ web reached about 30% consumer that advertisers really began to engage with the medium. What key factor is fundamentally transforming / ushering in …

Maria Mandel of of Ogilvy Interactive points up a paradox in mobile advertising in the days second keynote--namely that people say they don't want advertising on their mobile phones. They consider it a more personal devices than other types of technology and want ad messages intruding into this space. That sentiment seems to contradict metrics shown in the prior keynote by Joy Liuzzo showing that mobile advertisng and brand awareness have higher attention rates on mobile than online. Mandel says the key is offering mobile users things like discounts or ads that are highly engaging, funny, dramatic etc. Easier said …

- guess mine are going to be even sorer by the end of today. Not only am I straggling in late to OMMA Mobile, but to my horror, I just realized that I left the power cord for my laptop at home, so guess how I'll be posting on the OMMA Mobile Raw Blog today? Anyone got a spare Dell power cord to lend me? Or a tube of Ben-Gay?

Among the press releases I've received in the past 24 hours, was one from the team at Mobile Posse and Minneapolis digital shop space150 about an especially tasty mobile activation for client Dairy Queen. Maybe it's because the warm weather in the Northeast has gotten my mind -- and tummy -- thinking about ice cream, but I find this campaign, well, delicious.The agency took over Mobile Posse"s idle screen ad platform to offer mobile consumers Dairy Queen's new "Sweet Deals" value menu, and consumer reaponse was indeed sweet The campaign generated clickthrough rates of 22%. Yum! So how'd …

I'm looking forward to today's OMMA Mobile agenda, because I'm starting to see mobile in a new, much broader light since the last time we met to discuss this rapidly growing, and rapidly changing media platform. Among other things, I've started to recognize how mobile isn't necessarily a medium in and of itself, but often is the glue and connectivity for a lot of the rest of the media ecosystem. That's something I learned last week during MediaPost's Digital Out-of-Home Forum in this same venue, where much of the discussion centered on the notion that mobile connectivity had become the …

Welcome to OMMA Mobile. For those of you monitoring the show from here in the room or afar, we also have Mediapost’s ongoing events Twitter feed @mediapostlive. You can post and search against the Twitter hashtag #ommamobile. The hashtag at OMMA Behavioral worked very well as a conduit of audience interaction but also as a font of audience questions. I would urge attendees and those just monitoring the event remotely to consult that feed and suggest questions. Often someone in the audience will pick up a query in the Twitter feed and pose it for the panel. I think Twitter …

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