A Looming Threat to Twitter's Business

NEW YORK ( TheStreet) -- My New Year's resolution will be to do my best to not waste your time. I'm starting early, integrating short videos into my articles that will complement what I write, add color and/or help the articles flow better.

So here's how it stacks up, as of eMarketer's latest report on mobile advertising revenue:

Even though they're slightly outdated, I prefer to look at these eMarketer numbers from earlier this year, which show the mobile advertising revenue take, by company, in raw dollars.

As it stands, it's pretty straightforward no matter which set of numbers you look at.

Google ( GOOG) dominates mobile advertising by a mile. It will continue to. Facebook ( FB), Twitter ( TWTR), Pandora ( P) and Apple ( AAPL) fall in from there. But, again, there's this great unknown flying under the radar I wish more people would take time to investigate.

Expect big media names (such as Time Warner's ( TWX) CNN mentioned in the video) to come to the table. And they're really in an excellent position.

We have created this culture where, if we intuitively think of it as "social" or "new" media (Google, Facebook, Twitter, Netflix ( NFLX)), it's good, spry and visionary. If we associate the outlet with "old" media, it's, as the name implies, out of touch and crotchety. I'm telling you. I talk to these "old" media guys. That classification could not be further from the truth.

The Time Warners of the world actually enjoy playing the ironic role of underdog. They know what they have in their arsenals. They fully understand how to leverage the massive amounts of content they own and produce against the shift they are seeing from their traditional to digital platforms.

If you invest in companies such as Twitter and Facebook -- or just have an interest in the space -- put this on your radar. Soon I reckon I won't be the only one talking about it.

-- Written by Rocco Pendola in Santa Monica, Calif.
Rocco Pendola is a columnist and TheStreet's Director of Social Media. Pendola makes frequent appearances on national television networks such as CNN and CNBC as well as TheStreet TV. Whenever possible, Pendola uses hockey, Springsteen or Southern California references in his work. He lives in Santa Monica.

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