Online marketers demand measurability above all else, according to a survey conducted at the Ad:Tech conference last week.
More than two thirds of those polled said that the ability to track an online campaign’s performance relative to cost, is the most important factor in determining online spend.
In addition, 62% predicted that mobile will grow faster than other platforms in the next two years. Fifteen percent apiece cited online advertising networks and display advertising.
The respondents had varying views of whether the economic crisis will affect online marketing spending. The largest single block expect it to decline from 10% to 20%.
The survey was conducted by Halyard Capital, a private equity firm.
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