The new buzz word for 2013: experimentation. Google, Bing and Yahoo execs spoke about the importance of experimenting as search changes during the panel with the three engines where Rick Ducey, Managing Director at BIA/Kelsey dug into KPIs, markets, consumers and testing. During the panel on multi-channel experimentation, James Green, CEO at Magnetic, asked MediaPost Search Insider Summit attendees how often they test campaigns. When he asked the room if they test at least once a month, only two people raised their hand. Really? How often do you test campaigns?

Aaron Goldman, CMO at Kenshoo, believes marketers need to keep a balance between the present and the future. At the Search Insider Summit, Andries de Villiers, Vice President of Revenue, adMarketplace; Bill Dinan, CEO, Telmetrics; Michelle Evans, Director of Media, Ruby Tuesday; and Jonathan Papp, Senior Search Marketing Associate, athenahealth, spoke about mining the data that measures mobile search return on investment. Marketers should plan unique keyword optimization strategies for mobile. Don't take PC campaigns and expect them to work the same in mobile.

I've been hearing a lot about Google New for sometime, and given what I understand about it, I'm not sure why everyone's not talking about it. The only reason I can think of that, is that Google hasn't -- yet -- told people they should be talking about it. The reason I say that, is because Google Now will be telling us all what to do -- very soon, if not already. That's the vision I've been hearing from some beta users, and some early adopters who say it's a transformative experience. Actually, those were the same words used by …

Search Insider Summit attendees got a rare look into insight from Joan Arensman, search advocate at Google; Marc Canabou, VP of the global search business at Yahoo; and Jason Dailey, director of Bing evangelism at Microsoft. The discussion led by Rick Ducey, managing director at BIA/Kelsey, who expects local search to generate about $52 billion by 2017, about one third will come from national brands. Nice to see the three engines trying to work together to provide support for brands, rather than listening to them bash each other. The group talked about today's trends, future trends, and layer proximity bidding.

GroupM Next CEO Chris Copeland delivered the keynote for the first day at the Search Insider Summit by summarizing the history of search - the 10 blue links and the need to organize the world's information. Put your faith in something, he said. He puts his faith in the direction Google co-founders take the company. How people use tablets vs. mobile continues to change. Marketers know that. They've been hearing it and seeing data that backs that trend. During Copeland's keynote he asked attendees a simple question to determine the percentage of the people who turned on their laptop vs …

MediaPost Publisher Ken Fadner presented the opening remarks to attendees at the Search Insider Summit in Florida, including introducing Rob Griffin, EVP, Global Director of Product Development, Havas Media, emcee of the event. Griffin vows not to say "big data," but rather talk about the theme. The digitization of all media -- will it still be new media, he asks. It's forcing marketers to change their approach. The day focuses on the integration of social, mobile strategies and data into search engine marketing. (By the way, if you're reading this post and you're not at the summit, tweet a question for panelists …

"There are too many commercials on TV," says OMD's Chris Geraci. That makes pod position a critical issue. Geraci believes paying for better pod positions would need to be "considered" particularly if the measurement standard moves to brand specific ratings.

Media Kitchen's Barry Lowenthal: C7 is the networks' play to "fix something that is broken." Networks price based on reach, he said. Couple of problems with that, including, reach on the networks is inconsistent and fragmented, and new digital players are beginning to provide network-like reach. Witness Twitter and the millions who found out about Boston via tweets.

Starcom's Amanda Richman says moving to C7 from C3 would be a "baby step" that doesn't provide a lot of additional insight to TV ratings. The better move, she said at the MediaPost OutFront-focus on brand specific ratings. Also Richman said, don't let evolving metrics slow the development of the digital video market. A lot of hand wringing over online metrics earlier resulted in advertisers not "following consumers fast enough" to the medium.

A blog post in the April 6th edition of the Video Insider Summit's "Show Daily" incorrectly quoted The Weinstein Co. Senior Vice President-Marketing Bladimiar Norman describing Bob and Harvey Weinstein as "two old guys who like newspapers." He actually referred to them as, "two old media guys who like newspapers." The original blog item has been updated.