Some 52 percent of surveyed marketers said paid search in 2005 outperformed - for the first time in three years - other tactics; erstwhile leader email marketing to house lists was second, cited by 47 percent of those surveyed, according to an annual survey by ad:tech conducted with MarketingSherpa, reports BtoB Online. Some 52 percent of marketers said email to rented lists was the poorest-performing tactic.

Support for behavioral targeting decreased for the first time: 36 percent termed it "great," compared with 41 percent in 2004.

Marketers also said they would increase budgets for online tactics in 2006: 40 percent said they would add RSS feeds, 35 percent said they will invest in in-house blogs, 30 percent will place ads on third-party blogs, and 27 percent will invest in video ads.