Mobile Insider Summit moderator Michael Foschetti of Rapp asked his panel to start off with the obligatory biographical intros, but also asked if they could share the first thing they purchased via mobile, or if their memories weren't that good, the most recent thing they bought. Most of the panelists had a hard time recalling their first purchase, but a couple cited their most recent. Expedia Director of Performance Media John Brewer noted that he booked his hotel and flight to the summit via a mobile app, and that he also downloaded "quite a bit of content" for his …

OgilvyOne mobile guru Martin Lange just showed the Mobile Insider Summit crowd a snippet of the virtual, mobile store that retailer Tasco set up in Seoul, Korea, which happened to be the same effort that the Cheil Agency won the Media Grand Prix for at the Cannes Lions awards. The video gives good context for the implications that mobile media technology has for transforming the retail shopping experience, literally creating shopping locations where none existed before. Lange noted that other big retailers, including Target and Walmart, have recently begun rolling out new powerful mobile purchasing apps, and that, …

Martin Lange, Executive Marketing Director & Global Lead of Mobile@Ogilvy, OgilvyOne Worldwide, is presenting some research this morning at MediaPost's Mobile Insider Summit on Lake Tahoe, and trust me, it's pretty interesting. Actually, it's about trust. Specifically, the research asked consumers who they would trust most with mobile payments. Not surprisingly, Lange said it was the same big brands – financial service marketers like American Express and Visa – that consumers trust online and offline. Lange disputed a recent Advertising Age story that dwelled on the fact that Google and Facebook were not as trusted by consumers to …

Well, it shouldn't be a huge surprise that one of earliest consumer services categories to be transformed by mobile media is travel. I mean, after all, travel oriented consumers are mobile, aren't they. But the growth of mobile-based travel consumers is off the chart, according to Travelocity VP-Global Product Marketing Beth Murphy. Speaking at this morning's session of MediaPost's Mobile Insider Summit, Murphy said the number of consumers accessing travel services via their phones is growing at a rate of "400% to 500%" annually, and that 16% of consumers have actually used their phone to purchase a ticket. Murphy …

Real estate agency Century 21 has made a huge commitment to mobile media, mainly because it has figured out that mobile is a great way of developing a younger, real estate-buying market for its services. "Why did we do this, clearly because there is this new home buyer," Michael Callaghan, VP Digital and Strategic Marketing at Century 21, explained during an opening keynote this morning at MediaPost's Mobile Insider Summit on Lake Tahoe. Noting that new home buyers typically are in the 25- to 40-year-old age bracket, Callaghan said mobile media is the ideal way to both reach …

Or, ad Emily Litella would have said, "Nevermind." I apparently misheard OMD mobile chief Joao Machado speaking this morning at MediaPost Mobile Insider Summit in Tahoe, and he did not say the Omnicom media shop was close to launching a mobile ad network, but instead is poised to launch its own mobile ad server. That makes sense given the context of Machado's other remarks, which had to do with the complexity of fragmentation, technology and differing rich media standards in the mobile ad industry. Or, as an OMD spokeswoman later confirmed for me, "We are looking to launch …

That's what Joao Machado, Director of Mobile, OMD/Airwave just disclosed during this morning's session of MediaPost's Mobile Insider Summit on Lake Tahoe. Machado, who was participating in the "pitfalls" panel discussion noted that mobile currently is where the Web was "10 to 12" years ago, with oodles of start-ups coming out of the "woodwork," and lots of noise, clutter and fragmentation surrounding the business, and requiring agencies and brands to take a lot of time listening to pitches and sorting through the morass. To simplify the process and establish some standards, Machado said OMD has partnered with a "third-party" …

Pardon the literation, but Fidelity Investments VP-Digital Chris Needham just used the B-word – bullocks – to describe the notion that "mass marketing is dead." Instead, he says the mass marketing industry just hasn't figured out how to "refine" marketing to get people to pay more attention. Speaking during MediaPost's Mobile Insider Summit's "Pitfalls, Progress and Triumphs" panel, Needham noted that it's almost the exact opposite situation with mobile media. While marketers are spending increasingly more money to reach a decreasingly attentive audience via most mass media, Needham said, "people

Michael Callaghan, VP Digital and Strategic Marketing at Century 21 has just cited some media depravation research during his opening keynote at MediaPost's Mobile Insider Summit on Lake Tahoe that asked consumers whether they'd prefer to give up their smartphone or something else deemed important to their lives, and 70% said they're rather have their phones than alcohol. "That's pretty big," Callaghan said, leading me to believe that he's not exactly a tea totler. Moreover, nearly two-thirds (63%) said they'd give up chocolate, while 21% would give up their shoes instead of their smartphones. But the study …