While it's not exactly a trade secret that the organic "reach" of brands on Facebook has been dwindling -- probably not so coincidentally with the expansion of Facebook's paid advertising revenues -- it nonetheless was the focus of the opening panel at OMMA Social this morning.

That, more or less, is Mondelez's approach to its brand newsroom. But unlike other brands or agencies, Mondelez isn't building or buying it. It's using a renter's model, according to to Laura Henderson, associate director-media & communications at Mondelez. During an opening keynote conversation with OMMA Social emcee and Social Media Insider Cathy Taylor, Henderson said Mondelez partnered with Millennial focused mobile/Web news publisher Nowthisnews.com, because it gave its brands immediate access to content, production, and trending news capabilities -- not to mention some big ad opportunities.

How does Mondelez International follow up the tweet heard round the world? We know it wasn’t by trying to pull off another clever Oreo tweet during this year’s Super Bowl. In a keynote conversation at OMMA Social on Tuesday, Laura Henderson, associate director, media & communications , at Mondelez, explained the CPG giant has focused on making the planned spontaneity of that effort repeatable and consistent over time. To that end, the company recently set up Blink Studios, a real-time video-production operation developed in partnership with social media news network NowThisNews. Brand teams have access to NowThisNews’ creative and production teams, …

Not 10 minutes into OMMA Social, attendees are already getting an earful about Oreo's famous Super Bowl power-outage tweet. It was inevitable considering that the morning keynote is none other than Laura Henderson, associate director of Media & Communications at Oreo parent Mondelez International. But Oreo's social moon shot occurred all the way back in early 2013. Since then, Henderson and her team have been busy figuring out how to "operationalize" such efforts, "and make [them] more repeatable over time." Very simply put, future social success hinges on the there R's: "Reach, resonance, and reaction," according to Henderson.

Is a native ad really native if it runs on more than one Website? Absolutely, according to Lon Otremba, CEO of Bidtellect -- one of several start-ups trying to meld programmatic with native. "The best, truly native [ads] should be portable," Otremba told attendees of OMMA Native on Monday. If something "works," i.e., connects with consumers, it can work in more than one environment, he reasoned on a programmatic panel. While most marketers remain wary of native's scalability, Otremba's fellow panelists seemed to back him up on Monday. "I hope [native] can be transported," said Judy Shapiro, founder and CEO …

Add Judy Shapiro, CEO and founder of EngageSimply, to the list of people with complaints about retargeted ads.

Media investment is mostly about wasting few resources and getting the most ROI. But it doesn't always work that way -- especially with new stuff like native advertising on mobile platforms. Speaking at OMMA Native, Mark Grande, senior director, programming & integrations, MEC, says: "We all know working media needs to work. Taking money out of working media is scary stuff."Grande says companies have no problems when it comes to developing/experimenting in coming up with products and services. "Think of your media and messaging the same way. It might not meet all objectives. You are going …

Among other directives, The New York Times' internal "innovation" memo (the one that leaked last week) suggested that the paper be more like Buzzfeed. A good place to start may be the paper's homepage, according to Eric Harris, EVP of Business Operations at Buzzfeed. Do what exactly? As we say in New York, "Fogetaboutit!" Why? Homepages -- from design to story order -- are not nearly as important as they once were, Harris told attendees of the OMMA Native conference on Monday. Today's socially-connected consumer gets most of his or her content through recommendations on Facebook, Twitter, and other popular …

Speaking with MediaPost’s Steve Smith at OMMA Native, Eric Harris, EVP Business Operations, at Buzzfeed, said the growth of video consumption been the biggest change at the news site that’s become synonymous with native advertising. He noted last year Buzzfeed didn’t even have a video team and now is doing 150 million views every month. And despite all the sites copying its formula mixing listicles, all things cat-related and legitimate news, he indicated content-sharing activity remains as high as it was a year ago. He credits the sustained interaction to the company’s “culture of innovation and relentless experimentation” that’s led …

Meredith Kopit Levien, EVP of Advertising at The New York Times, isn't afraid of a little controversy. Alluding to Jill Abramson's abrupt dismissal, she joked on Monday: "It's been a quiet week at The Times." Similarly, during her keynote presentation at OMMA Native, Levien embraced the publisher's new native ad strategy in a way sure to make some on the editorial side cringe. Native -- as a strategy, not a noun -- has the potential to make advertising "great again," she said. With native ads, The Times is aspiring to achieve the same level of consumer engagement as editorial content, …