Wish you were here. It's a short 50 minute ride without traffic into Beverly Hills from Orange County, but well worth the trip. The room is full of people eager to share their experiences in advertising. The music kicked up a notch and we're waiting for Nancy Hill, President-CEO, 4A's, to open the conference. Stay tuned. The agenda mostly focuses on the intersection of technology and advertising. She introduced Sir Martin Sorrell, CEO, WPP and Jaron Lanier, Partner Architect, Microsoft Research Interviewed by Rob Norman, CEO N.A., GroupM

It didn’t get the big Nielsen 7.6 million viewers score that MTV “Jersey Shore” grabbed on its seasonal debut – or the 9 million number among its own “The Walking Dead" finale --- but AMC’s highly-awarded “Mad Men” significantly improved on its seasonal premiere. A two-hour “Mad Men” season five debut grew 21% in total average viewers to 3.5 million viewers versus its season four star -- the highest ever ratings for an "Men" episode. The show gained in all demographic key …

Zero moment of truth. That's the time for thinking about cleaning your tongue for Orabrush, which makes and sell a tongue cleaning brush, which it says helps eliminate a lot of bad breath. For consumers "the moment of truth" comes after some ‘stimulus’ – a YouTube video, for example – says Austin Craig, social media strategist of Orabrush, at the OMMA Global event in San Francisco. He says the company has made 100 videos over the last  year and a half. It now averages around one a week, and at the end of each video there is always a call …

That's what Digitaria chief Dan Khabie said pointing to the preview cover of the upcoming Time magazine issue sporting the cover line "Hunting Joseph #Kony."

Dan Khabie is showing the OMMA Global crowd the behind-the-scenes construction of Digitaria's LRA Crisis Tracker for Invisible Children, the digital media platform that won Best in Show during MediaPost's Creative Media Awards.

"'Kony 2012' is just the beginning," according to Digitaria CEO Dan Khabie, who said the company has five concurrent marketing campaigns supporting the campaign under way, which will begin surfacing over the next couple months.

While they were hoping for viral success with "Kony 2012," Invisible Children expected somewhere in the neighborhood of 100,000-200,000 views for the movie, and were overwhelmed by its success (around 100 million views or more, currently).  Over-delivery by a factor of 1,000 -- something any marketer would love to take to their client.

After Joseph Kony led the Lord's Resistance Army into the war-torn eastern Congo, Invisible Children and Digitaria created the LRA Crisis Tracker in 2009, which includes an early-warning radio network that broadcasts the incidents to the rest of the world.  The Crisis Tracker Web site displays the information graphically on a map, accompanied by a dynamic graph along the bottom showing the number of incidents in bars. Multimedia is integrated -- for example, with video showing victims of specific atrocities in specific locales.

Digitaria Chief Dan Khabie said he really knew that Invisible Children could be big after its first digital initiative - a program that initiated a humongous flash mob around the cause. The next stage was to create a "social donation platform," the first of its kind, to raise money to build schools in Uganda.

Invisible Children built 1,000 schools in Uganda with an innovative "real-time" donation system called "Schools for Schools."  Schools in the U.S. raised money through local fundraisers -- in the neighborhood of $40 million to $50 million -- to build schools in Uganda. The Web site showed the amount of money raised for each school in Uganda (identified by name) and the amount of money that still needed to be raised.  People from Digitaria and Invisible Children went to Uganda to break ground for some of the schools.