Google's Tim Reis stepped up the mobile intimacy analogy progressing from "moving in" with mobile marketing to actually sleeping with it.

Google’s Tim Reis calls mobile an “enormous branding opportunity” based on the amount of usage the platform is now seeing. As examples, he points out people play 570 years of "Angry Birds" daily; 600m year of YouTube mobile video played daily. 75% of YT Mobile user use mobile as their primary access device. Yet mobile so far only attracts 1% of marketing budgets, he notes, suggesting a dramatic gap in usage and  advertisng. No wonder there’s 80% unsold inventory in mobile.

That's what Google's Tim Reis told OMMA Mobile attendees that some mobile marketers seem to be doing by developing an apps-based vs. an optimized mobile Web strategy for reaching on-the-go-consumers.

This is the year Tim Reis stopped telling people about how big mobile is -- or how big it's going to be. "We all know how big it is," Google's head of mobile and social solutions just told OMMA Mobile's audience during his morning keynote. More to the point, Reis said of mobile marketers: "We're not talking about winning in mobile; we're talking about winning in marketing." Easier said than done, however. How can brands get it done? First and foremost: "You need to find a champion of mobile," according to Reis. Also, brands and marketers must understand that mobile …

Taking the podium to lead off OMMA Mobile is Tim Reis, head of Mobile & Social Solutions for Google, on hand to lay out the company’s new mobile playbook for marketers. The guide focuses on 5 key questions brands should ask themselves approaching the medium, starting with how mobile changes the value proposition. As an example, he highlights a Hotels.com ad where someone jumping out of a plane is able to book a room via his smartphone before pulling the parachute. The key takeaway is to look at what the authentic story of your brand is and how you connect …

At least that's what the opening panel at this morning's Search Insider Summit session had to say. The panel, which consists of college kids, and specifically how they're using search and social media to do social search, generated a consensus that Google+ is mainly a negative among the college set.

As good as conventional search is, there are just some things Web-based search engines aren't good at finding, especially information on "crime" and where to find jobs. That's part of the reason why Microsoft is getting into the social game with a beta platform presented at the Search Insider Summit this morning by Lili Cheng, General Manager, Microsoft Research, Microsoft Research.

What approach to attribution can we trust? Many studies produced by engines and agencies echo a strong agenda to spend more to do a better job through the conversion funnel. He believes many are poorly done and argued that walking into a CMOs office to say spend more money online to do a better job isn't the answer. Great stuff from George Michie,CEO, Rimm-Kaufman Group, and panelists, who calls brand search a navigational event, rather than influencer. Bidding on brand terms can convert more clicks, according to Tim Schaeffer, SEM Manager, Zappos.com. Check out the video from the SIS conference session online later …

Understanding sentiment though voice. Dell is analyzing the caller's voice - crunching data to determine the best response to address the consumers' needs, according to Jeffrey Stier, Founder and President, QWiPS. Call centers are using data to understand consumer sentiment when they call.

Should "opt out" mean stop the collection of any data or should it mean opt out of certain use of information? As the debate in congress continues, are marketers making consumers jump through too many hoops to opt out? Things marketers need to consider, according to Alan Chapell, President at Chapell Associates, The Do Not Track -- concept in Washington D.C. comes from the head of the Federal Trade Commission in 2010. Since it sounds like the Do Not Call policy the FTC has been pushing for this concept, Chapell said. The WWWC has been a little less effective when …