Are measurement tactics undervaluing campaigns? I found that an interesting question. Nathan Luman, Facebook Marketing Lead, Zappos.com, explains the two-year journey to find best practices. He details the strategy, but here's a brief recap of the first year. The online retailer spends millions on Facebook advertising, but none to grow its Fan base. The strategy seems to work for Zappos. The company uses targeting as a level of affluence. It promotes brands/categories with broadest appeal, leveraging signals, landing page, and predictive lifetime return on investment goal. It turns out half of its conversions occur within 24 hours of launching the …

Don't let Zappos.com Facebook Marketing Lead Nathan Luman follow you on stage. The results can be, well, unbearable.

Donations are nice. Find a cause, launch a campaign that generates money and buzz from social media, and donate the proceeds. Take Coca-Cola's Polar Bear campaign, for example. And while the campaign made Coca-Cola, its partner 7-11, and consumers feel warm and fuzzy by helping to save Polar Bears, Anders Pers, Group Director, Integrated Marketing Content at Coca-Cola, couldn't quite say how much the campaign generated for the cause. It wasn't clear if he just didn't know or couldn't say. I would like to know.

Pay attention to the dynamics of the purchase process, said Wister Walcott, cofounder and vice president of products at Marin Software. Brands have begun to focus on keeping track of in-store conversions originating online, but several factors come in to play that marketers need to watch. A large bedding supplier saw conversion rates climb in cities that didn't have an outlet, but it turns out they bid more on keywords for those cities. He didn't elaborate on the return on investment.

For more marketers to adopt digital video advertising, ROI and standardization of measurement  are the most important obstacles to the further adoption of digital video advertising, according to Randy Cohen of Advertiser Perceptions.

Contrary to conventional wisdom, "The vast majority of digital video ad dollars are not coming from TV," according to Randy Cohen of Advertiser Perceptions, who said the main source of dollars is digital display.  Overall 86% of dollars going to digital video are coming from sources other than TV budgets.

Advertiser Perceptions asked marketers and agencies what the most important factors driving the adoption -- or preventing further adoption -- of digital video were, and found that the top resutls were ad results, the right audience (audience composition) and scale (audience reach) were the top reasons, according to Randy Cohen. Agencies and marketers broadly agree that ad results are the most important factor.  However agencies care more about targeting, optimization, engagement, content and image.

The most valuable camera is with you, not the $3,000 Nikon sitting at home on the shelf, said John Hadl, CEO of BrandinHand and Venture Partners. At OMMA Global during a breakout session on mobile, he tells us to pay more attention to thinks happening around us and related it to the four major consumer behaviors -- communication, content consumption, creation, and commerce -- to connect with consumers. Pay attention to the needs are to self-promote and look smart, find information and make decisions, discover and maintain relationships, be entertained and transact. Understand what mobile means. It's a rethink for …

In terms of advertising verticals, auto, consumer electronics, and travel are most bullish on digital video advertising, while categories like beauty and toiletries lag behind, according to Randy Cohen of Advertiser Perceptions.

Crimson Hexagon's Patricia Gottesman just filled OMMA Global attendees on an interesting project commissioned by the United Nations to understand how the risen commodity food prices was influencing world hunger.