Mobile time fuelling ad dollar growth MOBILE will be the next medium to benefit from the discrepancy between the time people spend on that medium and the proportion of advertising dollars allocated to it, according to Michael Bayle, former senior vice-president of mobile for US cable channel ESPN. Mr Bayle, who will today address the ADMA Forum in Sydney, said 15 per cent of media time in the US was spent on mobile screens and less than 3 per cent of advertising dollars allocated to it.