While people don't use tablets at retail, they apparently do use them at real estate. In fact, real estate shopping appears to be the exact opposite mobile media experience from either conventional retailing or soft products like financial services. Offering almost the exact opposite scenario as Coldwell Bankker's Michael Fischer, Move Inc. Senior Vice President Tracy Mahnken said people don't buy houses with their smartphones, but they do use tablets.

Mobile is great for shopping experiences, but while the smartphone is used mainly for shopping at retail, tablet computers are "more of a device for shopping in general," Michael Fischer, CMO, Coldwell Banker said during the tablet panel at OMMA Mobile this afternoon.

That's the analogy Johanna Werther, senior product marketing manager at Google Mobile Ads, struck for OMMA Mobile attendees during a sponsored luncheon presentation on mobile marketing best practices.

Yep, the good old fashion voice-based phone conversation turns out to be one of the most significant of all mobile apps. Go figure, people still like talking to each other. At least that's what Tom Leung, Senior Vice President of Product, at OMMA Mobile luncheon sponsor Marchex is saying during today's conference sponsored luncheon session.

Here's the problem for agency creative competing in the new media technology space - especially one where user-generated content can compete with the best of professionally created content. Goodby, Silverstein & Partners' Barbara Lippert pointed this out while moderating the "creative" panel at OMMA Global New York. She told the OMMA crowd about a creative friend of hers who worked on a very intensive campaign for a year, and when it finally hit the Web, she said he complained that, "a cat on a Roomba kept trending higher" than the campaign he worked all year on. "This is …

Online still doesn't deliver the emotional impact of TV, Alan Schulman, Chairman, Chief Creative Officer, U.DIG, acknowledged during the closing panel Tuesday focused on digital creative. "We creatively, haven't made the Web make you feel," said Schulman. "Algorithms don't feel, people do."  He said the Web still has to find a way to provide the "lean back" experience of TV to really connect with people in the same way. So much for lean-forward interaction. The panel, which also included Gaston Legorburu of Sapient/Nitro and Mike Monello of Campfire also agreed that mobile isn't really and advertising medium. Rather, it requires …

There are two types of ad creatives, according to Mike Monello, Partner and Chief Creative Officer at Campfire: Those who focus on the process of creating the work, and those who focus on the impact that their work has on audiences. According to Monello, the latter is right and destined to succeed, while the former is wrong and doomed to fail. (We imagine that a dually focused creative would be ideal, but we don’t run an ad shop.) By the same token, Monello says the notion of creatives as filmmakers is all wrong. Rather, the successful creative approaches his or …

These days, when BBDO develops the social component of ad campaigns, they always start with the question: "What's the conversation we want to create?" So says Tara DeVeaux, SVP and Senior Account Director at BBDO. What conversation did DeVeaux want to create around the release of the True Blood Season 3 DVD? Something to do with devotion. "We didn't just want people to show their love (for the show) -- They were already doing that," DeVeaux said. "We wanted them to prove their love." For client HBO, the agency therefore developed a "Dig Deeper" interactive multiplatform campaign, which encouraged fans …

"The business has changed more in the last five years than it has in the previous 25 years," OMMA moderator and Goodby, Silverstein & Partners' Curator of Pop Culture Barbara Lippert said, paraphrasing her boss Jeff Goodby. "To the point," she said, opening her panel, "that we don't know what advertising is, what an agency is... it's all being reformed as we speak." "We get into these violent debates about whether we should even use this word 'agency,'" Gaston Legorburu, Worldwide Chief Creative Director, SapientNitro, said, adding, "We have to think much more expansively... Are we consultants, are …

Barbara Lippert moderating a panel on "creatives in hyper connected space." a mouthful. Alan Schulman at U.Dig (and jazz guitarist), Mike Monello, Campfire CCO (produced Blair Witch) and Gaston Legorburu, CCO at Sapient Nitro talked about what the speed of media evolution is doing to agencies.. Lippert, now a cultural observer at Goodby Silverstein quotes Jeff Goodby: business has changed more in the last five years than in the last 25 years. "it's all being reformed as we speak," she said. Gaston Legorburu of Sapient Ntiro asks if should even we use the term 'agency' any more. Mike …