Hype Cycle for Media Industry Advertising, 2009

ID Number: G00169894

27 July 2009

Andrew Frank Van L. Baker Paul O'Donovan Matthew Goldman Tole J. Hart Sandy Shen Annette Zimmermann Nick Ingelbrecht Gale Daikoku

Advertising is in the midst of a storm that combines long-term disruption with a global economic crisis. Newspapers have borne the brunt of falling ad revenue, but broadcasters, ad agencies, and online media feel pressure from depressed prices and an onslaught of technology and business choices.

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Table of Contents

Analysis

What You Need to Know

The Hype Cycle

		Renamed Profiles
		New Profiles

The Priority Matrix

Off the Hype Cycle

On the Rise

		TV Widgets
		Online Advertising Data Exchanges
		Transactional Ad Units
		Broadband-Connected Televisions
		Social Media Marketing Platforms
		Dynamic VOD TV Ads and Brand Units

At the Peak

		Internet TV
		Social Media Consulting
		Addressable TV Advertising Technologies

Sliding Into the Trough

		Mobile Advertising
		Web 2.0 Customer Experience (C&SI)
		Widget Advertising
		Bar Code on Mobile
		Digital Multichannel Ad Operations Platforms
		Online Ad Exchanges
		Retail Digital Signage
		In-Game Advertising
		Media Engagement Metrics
		Social Media Monitors

Climbing the Slope

		Advertising in Downloadable Media
		In-Stream Video Ad Insertion
		Interactive TV
		Location-Based Services
		Online Ad Networks
		Behavioral Targeting

Appendixes

Hype Cycle Phases, Benefit Ratings and Maturity Levels

Recommended Reading

List of Tables

	Table 1.	Hype Cycle Phases

	Table 2.	Benefit Ratings

	Table 3.	Maturity Levels

List of Figures

	Figure 1.	Hype Cycle for Media Industry Advertising, 2009

	Figure 2.	Priority Matrix for Media Industry Advertising, 2009

	Figure 3.	Hype Cycle for Media Industry Advertising, 2008

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

Emerging Technologies
Digital Media Marketing and Advertising
Media Industry Systems

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Resource Id: 1095812