SMS, QR codes and mobile video get the vote of the top marketing executive at Syniverse as mobile channels that will gain the most marketer and retailer traction this year.

Mobile video is poised to explode. Many U.S. consumers, especially millennials, now consider their mobile device to be the primary screen for watching video content.

Sportswear brand adidas is targeting high school athletes with a mobile video campaign that aims to sell the new adiZero Rose 2 line of shoes.

Mobile video advertising can be used for a lot more than just branding. The channel can be a vehicle that drives sales for retailers this holiday season.

By the end of 2011, there will be more than 150 million devices – smartphones, tablets, iPods and other connected devices – that can deliver interactive video ads.

Retailers first learned the value of sight, sound and motion after incorporating videos into their PC sites. Retailers should now be figuring out ways to incorporate video into their mobile sites to influence purchase intent.

Outdoor gear and apparel retailer Moosejaw Mountaineering is using video on its mobile retail site to let consumers experience products before they buy them.

WASHINTON – Phase one of World Childhood Foundation USA’s mobile strategy focused on donations, while phase two expanded that focus to include engagement, relations and interactivity with the goal of stirring up emotions with the target audience.

Typical CPMs for mobile video are above $20, with interactive video ad units driving the CPM as high as $30-$35.

British carrier Three UK has extended a new Facebook and Twitter-friendly music store from Android-based handsets to more of its mobile phone customers.