That, more or less, is how OMMA Display programming chief Steve Smith kicked off OMMA Display in Los Angeles this morning. If you ge the reference, then you've dated yourself. It's the advice Wavy Gravy dispensed at Woodstock to steer attendees away from an onerous batch of LSD. The reason for the set-up is that Smith likened the three days of OMMA Display to the three-days of the original Woodstock music festival -- "Three days of sex, drugs, rock n roll and display advertising," as he put it, adding, "That makes me Wavy Gravy."

Welcome to Los Angeles, MediaPost Chairman Ken Fadner! Steve Smith (Three days of sex, drugs and rock and roll? Well, not really. He's just reaching back to his Woodstock days.) kicked off the MediaPost OMMA Display conference Tuesday, introducing Jason Sperling, exec creative director at RPA, led off the day with a keynote on storytelling, one pixel at a time. Sperling will walk through the principles of integrating creativity in display advertising and how creativity and concept are key components. A great topic where science meets creativity.

The most important component of your mcommerce strategy should be figuring out how to get shoppers out of the house, and shopping! Thrillist recently did just that. In late June, the media brand launched its inaugural "Best Day of Your Life" campaign, which encouraged its mostly young and male readership to skip work, and participate in a "crawlable" itinerary of Thrillist-approved activities. Special deals and giveaways were offered across 17 local markets from L.A. to the U.K. On the day of the event, thousands of guys heeded the call to slack-off, according Thrillist. What's more, there was over 2,000 user-generated …

The mobile revolution has given car-trippers another fun activity for their summertime excursions: gas price comparisons! Yes, mobile is officially the go-to search medium for gas and convenience searches, according to new research conducted by Nielsen on behalf of xAd/Telmetrics. Two out of three gas and convenience searchers use mobile exclusively, while 85% of such search time is spent on a smartphone. Not surprisingly, Monica Ho, VP marketing at mobile ad network xAd, thinks the trend bodes well for mobile marketers. "With the majority of searchers open to purchase options, advertisers have a strong opportunity to influence mobile gas [and] …

Have consumers given up on price comparisons?! Hardly, but they do appear to be increasingly open to other forms of "value" -- when they're marketed properly. So Donna Pahel, Director of Digital CRM at supermarket chain Giant Eagle, told OMMA MCommerce attendees on Monday. There was a time, not long ago, when shoppers were interested in price and price alone. As the economy improves, however, consumers seem to be moving "beyond" that narrow mindset, according to Pahel.

Make no mistake, the "players" in the mobile commerce ecosystem -- from the biggest consumer brands to the technology vendors -- have always had "the data" necessary to more closely track consumer behavior. Or, at least, they've had it, "for a long time," Kenneth Moy, SVP and Group Head Emerging Payments at MasterCard, told OMMA MCommerce attendees on Monday. "They're just now figuring out how to use it," however. And their timing couldn't have been worse, as government surveillance, the revelations of Edward J. Snowden, and the like are making headlines on a daily basis. What's more, underlying regulatory questions …

Among some of the bigger consumer trends in mobile ecommerce, look for more and more integration between in-store shopping and online social media. So Kenneth Moy, SVP and Group Head Emerging Payments at MasterCard, just predicted at the OMMA MCommerce conference in New York. "There's a very strong relationship between shopping and, now, social media," said Moy. "People want to comparison shop... but socially."

Earlier in the day at OMMA Social, "attribution" -- the marketing model that attempts to attribute sales to multiple touch-points rather than the last ad a consumer clicks or views -- got a whipping. A few hours later, Chris Knoch, VP of Strategic Solutions at IgnitionOne -- which happens to specialize in attribution -- is trying to set the record straight. "Attribution is huge," insists Knoch. "I think people want to kill it because it's getting more complicated." Exclaimed Knoch: "If you're still doing last click attribution, you are light years behind!"

Earlier in the day at OMMA Social, "attribution" -- the marketing model that attempts to attribute sales to multiple touch-points rather than the last ad a consumer clicks or views -- got a whipping. A few hours later, Chris Knoch, VP of Strategic Solutions at IgnitionOne -- which happens to specialize in attribution -- is trying to set the record straight. "Attribution is huge," insists Knoch. "I think people want to kill it because it's getting more complicated." Exclaimed Knoch: "If you're still doing last click attribution, you are light years behind!"

How about this for a leader to try to inspire troops to break down silos? A succinct rallying call rife with meaning: "Marketing is a team sport."