Mobile ads are "the only advertising medium available continuously all day," says Millennial...

|About: Millennial Media, Inc. (MM)|By:, SA News Editor

Mobile ads are "the only advertising medium available continuously all day," says Millennial Media (MM) CEO Paul Palmieri, making a bull case for a platform whose effectiveness has been questioned due to concerns about tiny displays and the ability to turn clicks into purchases. Palmieri notes mobile still only accounts for 1% of ad spend, in spite of accounting for 10% of media consumption - it might not be necessary for that gap to be eliminated for the market to grow rapidly. (click rates) (eMarketer)