What kind of display advertising pitch gets the attention of a big movie marketer?

Should marketing and ad agencies have technologists on staff? Peter Minnum, head of brand initiative at IAB, said there's too much fundamental building going on and the ad tech industry should simplify that, so agencies don't have to create every ad from scratch. He told MediaPost that it's sometimes like "coughing up hairballs." Panelists didn't exactly agree with his perspective. For example, many of the platform are open source, and that type of development requires technologists. Apple is the only company succeeding in a closed society.

"Everyone hates home page takeovers now," according to Gene Paek, VP interactive services for Factory Design Labs.

Creative genius doesn't happen in seclusion, usually.

Bingo! "We know all the tools in the toolbox but don't know how to properly use them," Michael Takeshita, Creative Director, TBWA\Chiat\Day.

Putting QR codes on online banner ads is an example of advertising folks getting "too clever for their own good," according to Michael Takeshita, who said he has seen this done -- and dismissed it as "laughable."  Personally, in keeping with the theme of the panel, it makes me want to cry.

You don't hear advertising described this way very often:

When's the last time you went online to find an ad? A panel of industry experts at the OMMA Premium Display Digital conference in Los Angeles on Tuesday discussed the state of digital storytelling to create emotions. Traditional story telling doesn't allow viewers to jump to the middle or the end of the tale, but search and social do, making digital storytelling non-linear. Marketers need to learn how to integrate search and social media. Don't just tell consumers about the product, but what the brand stands for and how they fit into that story.

Nana is the nickname Turner Broadcasting System Executive Vice President of Turner/SI Digital Ad Sales Walker Jacobs uses to refer to his grandmother, and he told OMMA (Premium) Display attendees that she is his litmus test for when publishers jump the shark on targeting consumers with advertising via the so-called "audience-buying" marketplace.

Invoking one of the best lines ever from "Spinal Tap," Turner Broadcasting System Executive Vice President of Turner/SI Digital Ad Sales Walker Jacobs told OMMA (Premium) Display attendees that the IAB's "Rising Star" units, or any new premium online display advertising units, are like saying they're "louder because it goes to 11."