Field Harriosn and co-panelist Mike Broder, president of Florida SuperCon, say national brands don’t what it’s like to function in a byper-local environment. Broder explained that an unnamed national agency pushing a competing local comic book event threatened to put him out of business with a big campaign. But SuperCon managed to easily outdraw the interloper, he believes, b/c the national agency wasn’t as plugged into the local market. So how can national media companies or agencies play at the local level? Have custom tailored creative—the closer you can get to making something personalized and relevant, the better the click-through …

The first panel of the day, continuing the focus on local mobile, features what may be the first dentist-panelist in the history of MediaPost events--and that's a lot of events. Local Fla. dentist Field Harrison explained that one of his patients worked at Pandora and turned him into an audio advertiser on the online radio service. Fellow panelist Kim Lueger, dir. of mobile and emerging media, at Pandora, explained Field used click to call to make appoints in locally targeted ads. Field says all he listens to himself is Pandora and wound up hearing his own ad all the time …

The day's second presentation looked at how Applebee’s turned to mobile marketing and QR codes to boost its lunch business. Keynoter Ana Maldonado-Coomer, head of mobile for Applebee’s owner Thomas & King explained that rise of mobile interaction underpinned the program it developed for Applebees. Reserarch showed people wanted to sit down for lunch but only spend about a half hour eating and getting back to work, so the co. developed campaign around 14 minute lunches. The target audience skewed young, into pop culture shows like Glee and The Office, and games like Angry Birds. So entertainment was a big …

When asked which types of online advetising  people expect to spend this year, only 5% of small businesses told Borrell they plan to buy mobile. That compares to 13.7% for social media and 17.4% for email marketing. But Borrell says that figure belies the interest bubbling up in mobile marketing among local businesses and the gradual shift in ad dollars from the PC to mobile. More than half (52%) expect to use mobile marketing in some way, but only 35.7% say they plan to spend money in doing so. When it comes to mobile ad budgets, the largest proportion of …

After a (sort of) dark and stormy night in Key Largo, Day 2 gets underway at the Mobile Summit with local media guru Gordon Borrell of Borrell and Associates taking the stage. Local and mobile have always been paired as a natural alliance—people turning to their phones for local information when they’re out and about. That’s the premise behind a Foursqure and a slew of LBS startups. But are mobile ad dollars following to Main St.? Borrell projects mobile advertising will have hockey-stick local growth, sucking money away from other media including digital. In next five years, he predicts stationary …

In the day’s second keynote at MediaPost’s mobile summit, Marc Jenkins, vice president, digital media, NASCAR, is on hand to rev up the audience with insights into how the sport is integrating mobile into its programming and marketing.  While rights fees are revenue drivers for NASCAR and other sports broadcasters, you can’t look at digital as cannibalizing revenue; it helps drive engagement through things like fantasy sports leagues. Digital is also becoming intertwined with broadcast rights. In relation to mobile specifically, it provides the opportunity to reach fans wherever they are, but also serves as a complement to TV broadcasts. …

While media companies and brands should create content and services geared specifically to mobile, the panelists also agreed that mobile has a key part to play with the rise of 2-screen viewing in the livingroom to enhance what people are watching on TV. Chen said Digitas clients see &ldquo ;multi-sreen” viewing as a huge opportunity for cross-platform marketing through mobile tools and apps like Shazam, Yahoo’s IntoNow and social entertainment service GetGlue. Similarly, AKQA’s Krieger noted the agency had created an app for Heineken that lets users watching Champions League games (typically alone) to connect with friends and predict what …

How is TV and traditional media ported to mobile? Adapting content from other media doesn’t seem to be a key for the assembled agency execs. Digitas Chia Chen stresses the importance of developing for the medium rather than repurposing a 30-second spot or other content. With Buick, he noted new car catalogs all have QR codes. Video was shot specifically for that experience, rather than TV. If people snap QR code and have non-mobile friendly content, it’s a waste. He goes back to the key of providing triggers via mobile that capitalize on things people are doing as they go …

In the first panel of the day, agency executives tossed around ideas about how they view mobile as part of the digital ecosystem. Without getting too philosophical about the meaning of mobile, discussion started started with a focus on using the medium to capture particular moments in a consumer’s life. Mogreet exec Scott Rogers, for instance, highlighted the mobile marketing firm’s new moShare button for sites and apps that lets people share content directly to friends’ mobile phones as they would via a Facebook or Twitter button. Digitas’ Chia Chen offered it’s about trying things in mobile to see what …

PQ Media guru Patrick Quinn just cited an amazing stat during his presentation at MediaPost's Mobile Summit, which explains one of the challenges for mobile ad growth, but it really points out a challenge for all of the advertising marketplace.