AUSTIN -- Who owns shared or transnational data, and which data has the greatest impact on advertising and marketing campaigns? Consumers generate hundreds of data points that brands capture and integrate into campaigns. The topic generates many questions about privacy, data protection, and ownership, which largely went unanswered during a panel discussion at OMMA SXSWi here on Saturday.

At the closing session of the first day of OMMA at SXSW, some thoughts were shared about the best mobile ad campaigns you haven't seen.

AUSTIN -- Johnson & Johnson's Zyrtec allergy brand has developed a mobile app that aims to help sufferers manage symptoms by integrating location and weather data into the results. The data comes from partners like Weather.com, said Colleen Sellers, director-allergy franchise at Johnson & Johnson's McNeil Consumer Healthcare division.

AUSTIN -- Stories become classics because people across generations relate to the story. Through stories, marketers try to change perception and drive behavior, but too often storytelling is about story yelling, Gaston Legorburu, worldwide chief creative officer of SapientNitro, said during the keynote on Day Two of at OMMA SXSWi here.

Mobile is the most personal device in the hands of consumers, but it also creates a cavern between the store and the consumer, according to panelists during the panel Will Mobile Kill Or Save The Retail Experience? at South by Southwest Interactive (SXSWi) Saturday. It's no longer about B2C, but rather you to me.

Day Two of OMMA SXSWi shifts from the AT&T Center to Textile at 310 E. 3rd Street in Austin. Built in the 1920s, the building is located directly across from the convention center and has been vacant for 70 years, according to one person working to renovate the structure.

Cox Media Group's local news outlet, Austin American-Statesman, released a mobile entertainment app Friday at South by Southwest Interactive (SXSWi). The Austin360 app aims to provide residents and visitors with an interactive experience they can customize to find local events, venues, restaurants and nightlife.

"Samsung is everywhere! Even taking over the signage of a local establishment a block from the Austin Convention Center," SXSW Interactive correspondent and OMMA conference emcee Chuck Martin, said upon his arrival in Austin, TX, Thursday. Martin, a veteran of numerous SXSW, CES and other consumer technology related events, said the over-the-top Samsung presence, "seems new to me."

Timing is everything. This was the scene at the SXSW registration area at noon on Thursday, the day before things kicked off in Austin today.

Well, in a way, that would be the ultimate homage to writer (who draws) Austin Kleon, who says he has based much of his success on stealing from other people. In fact, one of his most popular books is entitled "Steal Like An Artist." But the main focus of his opening keynote during the first day of SXSW's interactive festival in Austin, TX, today was more like the title of one of his other books: "Show Your Work."