After Joseph Kony led the Lord's Resistance Army into the war-torn eastern Congo, Invisible Children and Digitaria created the LRA Crisis Tracker in 2009, which includes an early-warning radio network that broadcasts the incidents to the rest of the world.  The Crisis Tracker Web site displays the information graphically on a map, accompanied by a dynamic graph along the bottom showing the number of incidents in bars. Multimedia is integrated -- for example, with video showing victims of specific atrocities in specific locales.

Digitaria Chief Dan Khabie said he really knew that Invisible Children could be big after its first digital initiative - a program that initiated a humongous flash mob around the cause. The next stage was to create a "social donation platform," the first of its kind, to raise money to build schools in Uganda.

Invisible Children built 1,000 schools in Uganda with an innovative "real-time" donation system called "Schools for Schools."  Schools in the U.S. raised money through local fundraisers -- in the neighborhood of $40 million to $50 million -- to build schools in Uganda. The Web site showed the amount of money raised for each school in Uganda (identified by name) and the amount of money that still needed to be raised.  People from Digitaria and Invisible Children went to Uganda to break ground for some of the schools.

Dan Khabie, CEO of Digitaria had, because three scruffy looking guys came knocking on the door of his agency, asking if he could help them use "digital" to "change the world."

The Invisible Children viral video "Kony 2012" has achieved a milestone predicted in the film itself -- Joseph Kony is on the cover of the forthcoming issue of Time magazine, according to Digitaria CEO Dan Khabie, who showed a preview of the cover at OMMA Global in San Francisco today.  Khabie is explaining how Digitaria helped Invisible Children build their remarkable success over the last decade.

While it might seem like a no-brainer, it's useful to have a number attached to it: 94% of millennials trust their friends over brands, according to Perry Tell, SVP for social at Ogilvy

"Buying video views is like buying sex, in that you may get what you want in the moment, but there's no long-term relationship," according to Peggy Fry, chief revenue officer of Clearspring, who attributed this insight to a friend (and disavowed any personal, direct knowledge of the this matter).

"The metrics for social media will change dramtically this year," according to Amy Millard, VP of Marketing for Hearsay, who predicted it will move towards "traditional" measures like lift in sales, lift in WOM, and so on -- at the expense of less meaningful metrics like "likes" on Facebook or YouTube views.

It was the ever-so-catchy phrase coined by Adam Kleinberg, CEO of San Francisco digital shop Traction, to explain the new "dynamic" creative process that is emerging from Madison Avenue's famed copywriter/art director team.

I'm pretty much convinced engineers supporting the tech industry need to move in and take control of online digital advertising in order for the industry to survive. Folks like David Kenny, CEO of The Weather Channel, who worked at Akamai totally get it.