• November 17, 2008

More than two-thirds of respondents surveyed at ad:tech New York said that effective measurability of an online campaign's performance relative to its cost was the most important factor driving advertising and marketing dollars online, according to a survey conducted by Halyard Capital, a New York-based private equity firm.

Looking at alternative marketing channels, nearly seven out of 10 respondents--68%--believe social networking is in the strongest position to expand and deliver on that promise over the next two years, compared with one-quarter who said branded entertainment and experiential marketing will grow the most.

Some 62% of participants in the survey cited mobile as the platform that will grow the most in the next two years relative to others, with 15% each citing online advertising networks and display advertising, respectively, as the areas that will grow fastest. Only 8% expected search marketing to outpace other areas when it comes to growth.--Gavin O'Malley