Participants at OMMA Mobile opined about the nature of branded mobile applications. John Vlassopulos, CEO of Skyrocket said a good brand app isn't an ad extension but something with a media strategy behind it, more like media property. Brian Stoller leader of digital and mobile strategy for Mindshare North America said a branded app works great as a payoff to a media event. "If it's the World Cup to be able to engage with that even it is not an ad unit." Tread lightly, said Eric Litman, CEO Medialets who argued that branded apps are media. "You …

Remember dayparts? You know the quaint old industry jargon used to describe the times of days that people spent with media, usually TV (it's where the term prime-time, daytime, late night comes from). Well, media planners have a new buzz term coming out of the mobile media industry, and it's called "time-parting." Or at least that's what the folks on the OMMA Mobile Agency Workshop panel used to describe it. And if you listen to them, it's got humongous implications for the way people plan and buy media. Take search as an example. Yahoo Mobile Sales Strategy chief Paul …

Colleen Fahey Rush, EVP/CRO, MTV Networks spoke at OMMA Mobile about what makes people love, hate, use and forget their apps. "Apps create instant happiness," she said. "They serve as a mood changer and enhancer. Apps are life's small pleasure." Rush said that in an MTV study 73% of respondents said "apps are a reflection of me." Seventy two percent said "apps are a gift I give myself." "Apps help us experience by providing windows into our world," she said. "People use the word 'magical' when they talk about apps. Ninety one percent said apps expose us to …

Us MediaPost/OMMA editors and bloggers don't normally get to see the behind-the-scenes action that goes on at events like OMMA Mobile. Normally, that privilege goes to people like our head of event sales Jon Whitfield and the rest of our logistics team, including event chief Elaine Wong. But this morning, en route to the Midtown location of OMMA Mobile, I received an email from old pal Sarah Fay showing the Celtra team setting up their exhibit space. They looked pretty pumped to be there. Fay, by the way, is on Celtra's advisory board, so they must be a pretty solid …

It's not really a mobile conversation per se, but the Agency Workshop panel at OMMA Global made some interesting observations about the ways digital media – social, Web and mobile – are augmenting the way people watch TV. Yahoo Mobile Sales Strategy chief Paul Cushman noted that Yahoo just acquired a new company called IntoNow, which he described as, "Shazam meets FourSquare for your TV." He said it basically "augments" your TV experience "based on your check-in." "It's phenomenally cool," he gushed. Cushman said Yahoo made the acquisition because it was looking at how its traffic spiked …

Yahoo Senior Director-Mobile Sales Strategy Paul Cushman certainly knows how to do just that. He kicked off his remarks at OMMA Mobile's Agency Workshop panel, but congratulating the OMMA Mobile conference team for organizing some great content – so far. "Up until now, they've been really, really good," he said, adding the disclaimer that his own panel might not live up to the high billing.

Only 21% of Fortune 500 companies actually have a mobile optimized Web site. As amazing as that seems, it's a true stat according to Brenna Hanly mobile catalyst at Boston shop Mullen. "To me that's like not having a storefront," Hanly said, striking an analogy to the brick-and-mortar implications of having an online presence that cannot be rendered on mobile screens.

Kari Wilson Product Marketing Manager, Google Mobile Ads and Sebastien Chalmeton: Vice President, Mobile Strategy, Phonevalley said advertisers without mobile sites might as well be closed one day per week.    Wilson said 30% for consumer electronics are via mobile phone. Fifteen percent of finance seeking is from mobile and over 15% of insurance queries. "We did a study where we looked at top 1,000 advertisers and found 79% didn't have mobile optimized sites. She said it's bad for business because 60% of consumers who have a bad mobile experience wont go back to that site, 40% will go …

When it comes to app discovery, word-of-mouth is the key factor. Recommendations from friends, user reviews, browsing iTunes and seeing a friend or someone else using an app or also ways people find new apps. Those are among findings from a study on app use presented Tuesday at the OMMA Mobile conference by Colleen Fahey Rush, EVP/CRO, at MTV Networks. So what role does that leave for marketing. Putting aside big promotional campaigns, Rush said still companies can use their Web properties and social media presence to try to drive buzz around apps. So mobile + social = generation …

That's right, Colleen Fahey Rush, executive vice president and Chief Research Officer of MTV Networks, revealed some startling research indicating that consumers are becoming addicted to apps, and that apps may be contributing to attention deficits. That's interesting, because if you ask me, MTV was one of the media phenomenon that contributed to ADHD, especially the rapid-fire, quick-cuts, early version of MTV before they went into long-form and reality programming. How addicted are "app-addled" consumers (that's the term Fahey Rush used to title her presentation at OMMA Mobile this afternoon? Pretty darn hooked. To prove that, she conducted …