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.

Target is testing instant coupons in select stores with additional on-demand promotions planned for the future as mobile coupon enrollment grows.

Retailers are adopting mobile strategies that go beyond simply trying to drive mobile commerce, with loyalty, engagement and relationship building a significant focus for many.

NEW YORK – A Target executive at the Mcommerce Summit: State of Mobile Commerce 2011 conference said that mobile is the ultimate connector between retailers and consumers.

Registration is open for the Mcommerce Summit: State of Mobile Commerce 2011 on May 12 featuring eBay, Target, HSN, Carrabba’s Italian Grill, Sunkist and Jewelry Television. This New York event is a must for execs seeking the ins and outs of mcommerce.

Retailers Crate and Barrel and ProFlowers are offering discounts on specific Valentine’s Day-related products to drive sales via the shopkick location-based shopping application.

With corporate behemoths such as Starbucks Coffee Co. and McDonald’s Corp. leading the way, 50 percent of consumers will have made a mobile payment of some kind by 2014, according to Juniper Research.

From mobile advertising and applications to social media and near field communication, many of the channels and trends that gained momentum in 2010 will have a huge impact on the mobile commerce ecosystem in 2011.

A recent poll by Scanbuy on Twitter and Facebook proves the influence that mobile bar codes are having for retail outlets trying to improve the customer shopping experience.

Almost one year ago we reviewed some of the top retailers’ mobile applications. Now with holiday season here once more, it is time for a second look at those brands, along with a few others.