Marketers are often urged to incorporate mobile as part of integrated campaings. But where does it fit in marketing mix? In an OMMA Mobile panel today, mobile specialists from agencies including Joule, Brunner and Ansible Mobile discussed how clients are approaching mobile. JiYoung Kim, SVP Strategy & New Solutions, Ansible Mobile, noted brands have ramped up initiatives in mobile in the last 12 months. "I am seeing mobile become part of the standard conversation during the planning period," she said. Michael Collins, head of WPP's Joule, agreed, pointing out clients are looking to mobile as a way to extend their …

Underscoring the importance of mobile to BofA, the bank's mobile chief Marc Warshawsky said the last quarter was the first time BofA featured mobile in a mass media campaign. And while the bank started out working with mobile-focused agencies, larger digital agencies have now added mobile capabilities. "Mobile now is digital marketing," he said. Among the main mobile tools BofA has built are push alerts, mobile check deposit, its BankAmeriDeals rewards program extended to mobile, and mobile transfers between individuals. To get people to use these services, Warshawsky said its marketing efforts are centered on demonstrating value and convenience. And …

Bank of America is embracing mobile in a big way. That's the message from Marc Warshawsky, Senior Vice President, Mobile Solutions Executive , Bank of America, in a keynote talk leading off OMMA Mobile. Warshawsky stressed that the banking giant doesn't think of mobile as a side project or afterthought. "It's core to what we do," he said, pointing out the goa of its mobile efforts is to make everyday banking interactions better through use of the technology. In terms of uptake, Warshawsky said that of its 30 million online customers, 11 million, or about a third, are now active …

The Interactive Advertising Bureau on Monday said the eight Rising Stars ad formats introduced earlier this year have so far yielded better results than standard IAB units in display campaigns. To measure the new units’ impact and results for brand advertisers, IAB and research partner Moat tested 4 million ad impressions, examining five of the six Rising Stars ad formats – the Portrait, Slider, Sidekick, Billboard and Filmstrip – against two earlier IAB standard banner ad units (300x250 and 728x90). The testing also included a pair of new metrics: Universal Interaction Rate (UIR), the percent of users who intentionally enter …

The Interactive Advertising Bureau on Monday said the eight Rising Stars ad formats introduced earlier this year have so far yielded better results than standard IAB units in display campaigns. To measure the new units’ impact and results for brand advertisers, IAB and research partner Moat tested 4 million ad impressions, examining five of the six Rising Stars ad formats – the Portrait, Slider, Sidekick, Billboard and Filmstrip – against two earlier IAB standard banner ad units (300x250 and 728x90). The testing also included a pair of new metrics: Universal Interaction Rate (UIR), the percent of users who intentionally enter …

Asked by an OMMA Global attendee how disruptive augmented reality might be on advertising and media strategies, Pepsico digital chief Shiv Singh said it's - virtually - not a factor, yet.

Seriously, Molly Peck, director of advertising and sales promotional at Cadillac, said she knew when one recent campaign hit its mark when the brand "became the answer to a New York Times crossword puzzle." Peck told OMMA Global attendees she was "tickled" by that performance indicator.

That's what Pepsico Global Head of Digital Shiv Singh suggested during the "What Is Advertising" panel discussion.

Given the explosion of digital and mobile media platforms, formats and devices, is there any standard definition for advertising anymore? Shiv Singh, Global Head of Digital, PepsiCo Beverages, said the brand broadly views advertising as "a means to an end which is to drive brand health and volume." But he emphasized that not all players in the ad ecosystem are working with the same definitions and objectives for digital advertising, which makes thing a "little dysfunctional." Fellow panelist Ian Schafer, CEO of DeepFocus pointed to the communicatins clutter the medium produces as a major challenge. Not just ad clutter, but …

According to one of Madison Avenue's top creatives - Ogilvy & Mather New York Chief Creative Officer Calle Sjoenell -- it's not your father's advertising campaign.