For example, he says, a company might run a television ad, geared toward brand-building, that encourages a viewer to visit the company's Web site.

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That would be the chief operating officer of Facebook, whose purported crime is that she steered Facebook toward being an ad-supported company.

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Fortunately, marketers are beginning to prioritize their mobile advertising efforts toward ad models that are an alternative to click-based models, such as signup advertising.

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Much of that investment will go toward converting shows into digital cable format, building an ad sales division and paying to beam programming cross-country by satellite.

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Even then, marketers will have to see solid results in either the brand-oriented metrics such as intent to buy or in sales driven directly from the ad before they move big budgets toward Twitter.

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