Marketers will increasingly turn to performance-based marketing channels such as pay per click services in 2009, a new survey has indicated.

According to the Vertical Search Report 2009 from Econsultancy and Convera, two-thirds of internet professionals are looking to invest more in marketing tactics based on a cost-per-lead model this year.

Just under 50 per cent said they intended to spend more on cost-per-click advertising, while 29 per cent will increase expenditure on cost-per-mile (CPM)/online display advertising.

"CPM is already suffering as advertisers turn their attention to performance-based formats to ensure that they can get clearly measurable returns," remarked Linus Gregoriadis, research director at Econsultancy.

Marketers are predicting online spending growth of 16 per cent for 2009 and 17 per cent for 2010, according to a survey by the European Interactive Advertising Association carried out last year.

Eight in ten of those polled forecast increases in search marketing spending for both years.

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