Okay, so it's always been a little filthy, but Scheppach meant it in the context of mobile media, and why advertisers and agencies are loath to sully their mobile media efforts with advertising. "It's our job to bring the sexiness back to advertising," she said, imploring her panelists to chime in on the "hurdles" vis a vis mobile media. SapientNitro's David Hewitt gave Scheppach an answer that her VivaKi brethren may not have liked to hear: "Lazy media planners. "Mobile has just been left very much on the shelf, or slush fund spending," he said, describing the …

Tracey Scheppach, SVP, Video Innovation Director, SMGX/VivaKi, got her Mobile Insider Summit "5% Solution" panel off with an important question, asking each panelist to explain their top reason why they thing tablet computers are going to be huge. Interestingly, most of the panelists gave good reasons, but mainly cited iPads, not necessarily tablets as a category. And most of them, including Scheppach herself, cited personal user experiences and observations as their reason. Gregg Hano, VP Group Publisher, Bonnier Technology Group, Bonnier Corp., cited what happened when Bonnier moved into tablet publishing and bought him an iPad in April …

That's what Shawn Schwegman, Chief Marketing Officer, ChaCha, just observed on the Mobile Insider Summit's SMS panel. He said that response rates for SMS offers are generally between 1% and 15%, which is pretty good, even on the low-end, when compare it to other direct response media. "The response rates on SMS are so massive, even on mobile in general, but the budgets aren't there. And the usage is enormous," Schwegman noted.

Just heard a panelist at the Mobile Insider Summit explain the difference between SMS and rich media ads on mobile: "SMS is erotic, while broadband rich media is pornographic."

Mobile Insider Summit moderator and Omega Mobile CEO Nader Nejat got his SMS panel going with a quick straw poll of the summit attendees. Using a show of hands, about a quarter of the attendees currently are utilizing SMS. A similar amount are using QR codes and mobile apps, while a slightly smaller amount are utilizing mobile optimized Web sites. Mobile rich media display ads generated the least response. Nejat said the results were interesting, but not surprising, and said that while SMS has put "mobile on the map" with American consumers, mobile media has barely scratched the …

Just when I thought the hype surrounding mobile apps had crested, I learn about some new, ingenious application that is both practical, and hilarious. Today's practical and hilarious app insight comes from Razorfish's Paul Gelb, who while speaking on a panel at MediaPost's Mobile Insider Summit, talked about one of his favorite: RunPee.com's mobile app. "It lets you find the best time to go to the bathroom during a movie – when the story slows down," he explained. On that note, feel free to take a "Raw Blog" break now, and I'll make sure the next few posts aren't …

Mobile search panel moderator, Kenshoo's Will Crew, asked his Mobile Insider Summit panelists to open up by sharing their most recent mobile search activity. Paul Cushman, senior director of mobile sales strategy at Yahoo, said his last query was for the term "Doubleplusgood." Stymied? Yeah, so was I, but Cushman went on to explain the source, which quite frankly, made me feel dumb for not remembering it. "Doubleplusgood is from George Orwell's '1984'," Cushman noted, explaining, "I can't recall why I started searching for that, but something came up on TV." When he queried his mobile …

When it comes to the truth behind the value of mobile app downloads the cat is out of the bag. Or in the case of Kim Luegers' presentation this morning at MediaPost's Mobile Insider Summit on Lake Tahoe, Pandora may be out of the box. Yep, Luegers is director of mobile and emerging media for the online music service, and she just walked us through some best practices for analyzing the value of the best available metrics for mobile apps. Specifically, Luegers looked at devices utilizing Apple's IOS operating system – iPhones, iPads and iPod Touch – and advised …

According to some fresh comScore research cited by MediaPost's Chuck Martin, the gender bias swings in the opposite direction when it comes to QR codes – the codes that are printed on outdoor or print media that can hyperlink to mobile sites or content. "Sixty-point-five-percent male," Martin said of the comScore finding. The reason, suggested one of Chuck's panelists, was that many of the ad campaigns featuring QR codes fielded to date have been targeted at males vs. females.

According to Chuck Martin's "Augmented Shopping" panel at the Mobile Insider Summit, it's mostly women. In fact, the panelists from leading agencies and technology companies said it's approximately a 60/40 ratio of women to men who use their mobile phones to scan bar codes for comparison shopping purchases at retail locations.