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Hype Cycle for Media Industry Advertising, 2006
30 June 2006
 
Andrew Frank   Daren Siddall   Adam Sarner   Venecia K Liu   Ray Valdes   Nikos Drakos   Alex Soejarto   Laura Behrens   Bill Gassman   Rita E. Knox  

Amid today's volatile advertising landscape, Web spending continues to mushroom, but advertisers are questioning traditional formats, trying to figure out how to integrate across media, and demanding more accountability from media partners also experimenting with new channels and offerings.





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Table of Contents

Contents
  • Analysis
    • 1.0 What You Need to Know
    • 2.0 The Hype Cycle
    • 3.0 The Priority Matrix
    • 4.0 On the Rise
      • 4.1 Engagement Metrics
      • 4.2 Podcast Advertising
      • 4.3 Dynamic VOD TV Ads and Brand Units
      • 4.4 Embedded Product Placement
      • 4.5 Mobile Advertising
      • 4.6 Advertising Distribution and Management Software
      • 4.7 RSS for Marketing
      • 4.8 TV Ad Targeting Technologies
      • 4.9 Community Marketing
      • 4.10 Word-of-Mouth Marketing
      • 4.11 Multichannel Campaign Management
    • 5.0 At the Peak
      • 5.1 Search Marketing
      • 5.2 In-Game Advertising
      • 5.3 Mashup
      • 5.4 Broadband Video Ad Insertion
    • 6.0 Sliding Into the Trough
      • 6.1 Viral Marketing
      • 6.2 Interactive Consulting
      • 6.3 E-Mail Marketing
      • 6.4 Internet Ad Networks
      • 6.5 Interactive TV Advertising
      • 6.6 Desktop Adware
      • 6.7 Behavioral Targeting
      • 6.8 Mobile Marketing
    • 7.0 Climbing the Slope
      • 7.1 Web Analytics
      • 7.2 Rich-Media Display Ads
      • 7.3 Campaign Tracking and Measurement
    • 8.0 Appendices
      • 8.1 Hype Cycle Phases, Benefit Ratings and Maturity Levels
  • Recommended Reading
Tables
Table 1.
Hype Cycle Phases
Table 2.
Benefit Ratings
Table 3.
Maturity Levels
Figures
Figure 1.
Hype Cycle for Media Industry Advertising, 2006
Figure 2.
Priority Matrix for Media Industry Advertising, 2006




Document History:
 
Hype Cycle for Advertising, 2012
31 July 2012
  
Hype Cycle for Advertising, 2011
28 July 2011
  
Hype Cycle for Media Industry Advertising, 2010
20 July 2010
  
Hype Cycle for Media Industry Advertising, 2009
27 July 2009
  
Hype Cycle for Media Industry Advertising, 2008
27 June 2008
  
Hype Cycle for Media Industry Advertising, 2007
29 June 2007
  
Hype Cycle for Media Industry Advertising, 2006
30 June 2006
  




© 2006 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner's research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.




Resource Id: 493306