Social media has been identified as the most effective new platform being utilised by advertisers.

A survey conducted by the Association of National Advertisers (ANA) revealed that the tactic is considered to have a greater impact than email marketing and even a client's own website.

The study, carried out in conjunction with BtoB Magazine and US-based marketing services firm mktg, also identified a shift towards social media.

Two-thirds of marketers were found to have embraced such networks this year - up from just 20 per cent in 2007. Viral videos also doubled in this time, with half of advertisers using these.

"As more media platforms become available, it is imperative that all marketers continue to assess their capabilities and select the platforms that are best suited to help them meet their brand's goals and objectives," said president and chief executive of the ANA Bob Liodice.

Meanwhile, blogs were identified as a potentially fast-growing medium over the next year, with a third of advertisers not currently using the format expecting to introduce it.

A recent Mobile Marketing Magazine survey revealed that almost half of UK firms intend to devote at least 30 per cent of marketing budgets to digital formats over the next 12 months.