A Halyard Capital survey has found marketing and advertising professionals are looking to mobile and social networking advertising.

The study also saw over two-thirds of respondents surveyed at Ad:Tech in New York, US, said effective measurability of an online campaign’s performance in relation to its cost was the main factor in advertising budgets.

Additionally, 68 per cent believe social networking is set to be the strongest position to expand and deliver over the next two years, with 15 per cent saying that online advertising networks will grow quickest.

Robert Nolan Jr, managing partner at Halyard Capital, said: "Mobile marketing platforms and social networks are poised to offer a greater level of user activity measurement and application of the accompanying data to enable contextual advertising around consumers’ points of passion."

The survey also found eight percent expect search engine marketing to outpace other areas when it comes to growth.

Meanwhile, an IBM study has found consumers will accept new forms of advertising if businesses follow their rules.

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