Millennial Media lands Major League Baseball

The Baltimore Sun

Baltimore's Millennial Media Inc. has a new publisher for its tiny, mobile-device-size commercials: Major League Baseball.

The not quite two-year-old company, which already places ads on the mobile sites of MySpace and CBS, today plans to announce that has joined their ranks, stripping Millennial-made advertisements across its Web pages designed for cell phones and personal digital assistants. Terms of the partnership were not disclosed.

"They're a great brand, and advertisers love to be associated with great brands. It's good for them and good for us" said Eric Eller, senior vice president at Millennial, which has created ad campaigns for car companies, major movie studios and even the U.S. Army. Millennial's headquarters is in Canton.

While two out of every three Americans carry cell phones, only 11 percent of them are using the gadgets to surf the Internet, according to M:Metrics, a research firm that measures the mobile audience. But the figure is expected to balloon during the next few years - along with the advertising opportunity - as phones become more Web friendly and people increasingly use them for more than making calls.

Industry analysts suggest that the mobile ad market could jump from less than $2 billion in 2007 to more than $10 billion by 2010, and one group - ABI Research - says it could get as high as $24 billion by 2013. That's about how much advertisers are spending on the Internet now, according to Jupiter Research.

M:Metrics says mobile Web users typically search for weather reports first, then news. Coming in third is sports: About 8.6 million people checked out such sites from their hand-helds during a three-month period last year.

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