Mobile marketing insights, an update on mobile search behavior, and a few choice stats were among the highlights at last week's meeting of the Telecom Council of Silicon Valley at Hewlett Packard's headquarters in Palo Alto. The event, which brought together an exciting cross-section of industry movers and shakers, is the subject of a special two-part post. Is this a banner year for advertising? No pun intended, but it's not a laughing matter for Ari Paparo, group product manager for advertiser products for DoubleClick, a division of Google. As he pointed out during the Telecom Council of Silicon Valley event last week, the tools companies use to optimize ad dollars online--such as advertising metrics and planning and executing ad campaigns at scale and across multiple channels-- don't carry over into mobile. To make matters worse, frequency capping, the technique used to control the number of times a user sees a specific ad, is limited. Paparo said he's also not satisfied with creative capabilities in mobile advertising. In fact, he described the MMA's guideline for an extra-large image banner ad as unexciting. It "won't move dollars," he said.