There’s little doubt that mobile innovation will lead growth in the advertising industry, certainly Sir Martin Sorrell thinks so.

Perhaps a more interesting question though is what does mobile innovation mean for a brands role rather than just the ability to have an advertising presence? With over 350,000 apps available through Apple’s iPhone App Store alone, it’s arguable an app is not the answer.

Simply, the governing factors driving mobile innovation hold the answer which can allow brands to play a role if they are willing to step out of the preconceptions of what mobile marketing is.

Innovation on the one hand is being driven through the hardware formats and these hold true to two principles. 1, converge digital services through the device (a phone, email, web, video, camera…). 2, device innovation diverges against consumer usage occasion – The iPod Nano is an iPhone Mini waiting to happen, whilst the iPad2 with Facetime continues to shape the role of iPad as the social technology experience device of choice.

Innovation is also being driven by ‘The Cloud’ for a devices ability to provide connective experience on a near permanently online basis. For this reason connectivity represents a significant sponsorship opportunity for social brands.

Perhaps most critically for brands, there is the role of new content experience. So far this has seen brands integrating content through Apps enbedded within Ads on mobile content, or as Apple call, them iAds.

Beyond this, the content opportunity for brands could really look more like the platform developments we’ve seen in TV.

Branded films, shows and interactive content developed against mobile media channels. The question for progressive brands is how to own the channel rather than become a show, or even worse a feature of the show. Whilst TV networks have been first on the scene here, though it’s more likely it will be the likes of GoogleTV who could lead the category. The opportunity for mass culture brands is significant here if they act now and work with content producers and platform creators to own the space and establish consumer following.

And beyond content, brands may do well to engage in external IP product ventures to provide experiences around their existing brand social consumption occasions. The new Jawbone Jambox is one such device which would have been a perfect branded product opportunity for any brand looking to increase their social role in music experience and social connectivity.

Mobile is without doubt the most exciting and undefined media future and where there is low definition there is high opportunity.

Finally watch this to remember where it all started: First cell phone commercial