They may be young, amateur and eager, but YouTube celebs can be temperamental in their own way.

Consumers leaving messages on sites like YouTube becomes as important as the content. The Sour Patch kids more sour than sweet message apparently resonates with teenagers, but only so much of that messaging can come direct from brands. Much more needs to come from consumers, so Mondelez matched-up the message with influencers to collaborate and build out the content.

AUSTIN, TEXAS -- Online media pioneer Steve Case kicked off Day Two of the SWSW Interactive festival here with a talk surfing two meaningful waves of the Internet, and put attendees in a position to catch the third one, just as it's cresting. Case began with a history lesson for the attendees, many of whom were not yet born when Case began applying to business schools in 1980, pitching them on his vision for how technology would revolutionize media and commerce.

Sometimes we find that the 20-somethings a brand thought frequented their Web site are really grandparents, said Christine Bensen, SVP Media Strategy, iCrossing, at the MediaPost OMMA SXSW conference Saturday. It provides an eye-opening experience for brands, but it also provides new opportunities.

Marketers realizing that programmatic by itself doesn't deliver the best impact. It spackles the holes, but it's often really lacking something. The tiny banner isn't probably the image pushing the campaign and brand over the edge.

Yes, even data can be creative. If the right piece of data about a consumer hits him at the right place and time, it can make an emotional impact.

Creative and media teams are working more closely. The media team comes to the creative team much more often these days to get their opinion on specific projects, per Christine Bensen, SVP Media Strategy, iCrossing. Marc Sobier, Executive Creative Director at Y&R, agrees. He said it makes for a more cohesive campaign strategies. The more you can integrate with media planners the more the campaign becomes hard hitting. Sobier places a lot of value in planning and media departments. "The best solution comes about when we work together," he said, during the OMMA SXSW conference Saturday.

In an eye-opening talk during the opening day of SXSW 2015, leading wearable technology and fashion expert Jennifer Darmour took us beyond the hype of wearables and into the next stage of the game. The bottom line: Sure, the technology is there, and, yes, it's exciting. But the next wave is about brands bringing in meaning and emotion.

Jon Werner, Innovation Explorer at Adidas, goes on "trend walks," where he goes on walks through Los Angeles and New York to see what people wear. It's about making the experience better, so recently the brand launched a pilot in London. By tapping a mobile near field communication (NFC)-enabled phone to the shoe. It would provide a mobile marketing message to the consumer inside a retail store.

NFC tagging in the Internet of Things will give objects complex histories. Your stuff will have a profile of its own.