Moderator Carine Zeier, Managing Director, Boost Advertising, cited the example of the Express editorial team's recent frustration with readers spending hours on the app but not having the right ad units to be able to monetise that time.

A five-strong panel comprising Paul Childs, Chief Marketing Officer & Co-founder, Adfonic, Gary Danks, Managing Director, YOC Mobile Advertising, Mike Goldsmith, Editor-in-chief, Digital Editions, Future, Rob Grimshaw, Managing Director, FT.com and Ben Tatton-Brown, SVP & Managing Director, EMEA, Amobee thrash it out on stage at OMMA Mobile Europe this afternoon.

The 'Mobile As Branding Agency' panel discusses the role of turnkey within mobile

A five-strong agency panel joined moderator Forrester analyst Anthony Fuller to discuss why should mobile media be any different from web, and is branding really possible with mobile?

Dan Rosen, chief executive of Joule discusses multi-screen usage in his mobile keynote

Dan Rosen, chief exec of WPP agency Joule, gives his keynote on mobile and the new hierarchy of screens.

Dan Rosen, chief exec of WPP agency Joule, gives his keynote on mobile and the new hierarchy of screens.

That's what Caspar Schlickum, Managing Director, EMEA, Xaxis, implied was the real opportunity behind Facebook Exchange.

That was the view of Ben Aronson, managing director of digital and creative at Juice Digital during the "Facebook Challenge" panel at OMMA Display Europe this morning.

The conversation at OMMA Display Europe has shifted from the intergalactic (see post about Econsultancy's Linus Gregoriadis' presentation) to the interplanetary. During the "What is Premium Now" panel discussion, the panelists debated the very definition of premium inventory, with the consensus that it has become one of the most "overused" words in our industry, because, well, everything is premium, right?