Mobile advertising inertia, fueled by dozens of venture capital injections, is really gathering pace in the US right now and appears to be outstripping the rate at which European firms can innovate. It's no surprise really, as the appetite for US mobile venture investment seems to be at an all time high and web giants including Google, Yahoo and AOL all have their targets locked onto mobile media.

What's this got to do with advertising and your brand? Well all this activity is accelerating the shift to mobile rich media, and as we suspected, the UK is beginning to benefit. There are numerous US startups that have established offices here to launch mobile rich media advertising propositions. The most interesting are those that reside at what we call the 'network layer' i.e. mobile ads are inserted by the mobile network operator before they are delivered to consumer's handsets; downloading ad funded content, be it video, music, pictures or games then becomes no more difficult than submitting a single SMS message - no need to install complicated 3rd party applications or navigate java consoles on your mobile.

As a digital agency specializing in mobile we're looking forward to creating campaigns across these pioneering platforms that stretch our clients and their consumers imaginations. But these campaigns will remain experimental until we see a universal currency & measurement for mobile to qualify ROI. The Internet is still struggling with this issue - how long it will be before the mobile industry is able to deliver Nielsen quality ROI data we don't know. What we do know is that our clients increase their sales and market share whenever mobile is integrated into their digital strategy and that's a pretty good start when looking at mobile ROI in my book.