The guys selling umbrellas on the street are not creating a brand -- they're direct response advertising. As you mentioned, they're anonymous and disappear when

The guys selling umbrellas on the street are not creating a brand -- they're direct response advertising. As you mentioned, they're anonymous and disappear when you don't need them. Brand is different. I don't turn on the TV when I'm ready to eat fast food, drink a beer, or buy a car. But McDonald's, Budweiser, and Ford all advertise on TV so that I'll remember them when I do. Promoted searches and tweets work more like display/brand ads than direct response, where advertisers associate themselves with certain accounts and keywords. I think we'll see more innovation in this space as they figure it out, but I do agree that treating Twitter advertising like Google advertising is going to lead to disappointment.