According to MediaPost, Unicast, a division of Enliven Marketing Technologies Corp., is adding a new mobile marketing SMS technology to the Unicast Rich Media Mobile suite of products.

The latter is a hosted delivery and tracking system for rich mobile media content. That's desirable because when it comes to mobile Web sites, tracking is something that's still in its infancy.

With the new features, the report said, users can send real-time text messages from an online ad to a mobile device, directing the recipient to a rich mobile minisite where they can watch videos—all in the name of brand consistency, an elusive goal for advertisers when dealing with the heavily fragmented and varied wireless market.

In February, AdMob inked a deal with Unicast to power mobile Web sites for clients such as Land Rover, SCJohnson and Adidas.