Nick Bilton, Bits lead blogger and columnist for The New York Times, said at the 4 A's conference in Los Angeles that one tweet from him was retweeted 380 times, which generated 9,520 clicks. He provided the example to demonstrate the power of social media, and help ad execs understand how to track influential tweeters.

At the 4 A's conference in Los Angeles, Sir Martin Sorrell, CEO at WPP, said the ad industry is reaching an inflection point. Google has become a friendly friendamee. It's become a more focused company under Larry Page, he said, but now has five legs, such as search, display, mobile, video, and social. WPP invests about $75 billion in advertising for its clients. Last year WPP invested $1.6 billion in Google, up to $2 billion this year; compared with $200 million and $400 million in Facebook. Last year, WPP invested $6 million in Twitter, but not sure what it will …

Jaron Lanier, Partner Architect, Microsoft Research, the father of virtual reality, said data and data analytics has destroyed more value than it created. Sir Martin Sorrell, CEO at WPP, disagrees. The change in the balance of power to consumers highlights political, social and economic benefits outweighing the disadvantages, such as privacy, according to Sorrell. The greater the size of Google, Facebook and others, the smaller the size of everything else, meaning technology eliminates jobs, Lanier said.

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.