Hype Cycle for Advertising, 2011



Not a Gartner Client?

Want more research like this?
Learn the benefits of becoming a Gartner client.

contact us online


The global advertising market has had a strong showing in the first half of 2011, despite lingering doubts about the strength of the world economy and the long-term role of traditional paid-media placement.

Table of Contents

  • Analysis
    • What You Need to Know
    • The Hype Cycle
      • Renamed and Replaced Entries
      • New Entries
      • Major Position Changes
      • Near the Hype Cycle End
    • The Priority Matrix
    • Off the Hype Cycle
    • On the Rise
      • Social Gaming Ad Networks
      • Media-Embedded Merchandising
      • Data Management Platforms (Advertising)
      • TV Widgets
      • Social TV
      • Transactional Ad Units
      • Internet Radio
      • Ensemble Interactions
      • Social Media Metrics
    • At the Peak
      • Privacy Management Tools
      • In-App Advertising
      • Mobile Consumer Application Platforms
      • Mobile Coupons
      • Online Advertising Data Exchanges
      • Social Media Marketing Platforms
      • Internet TV
      • Augmented Reality
      • Media Tablet
      • Over-the-Top Set-Top Boxes
      • Real-Time Bidding (Advertising)
      • Social Media Distribution
    • Sliding Into the Trough
      • Addressable TV Advertising
      • Social Media Consulting
      • Bar Code Marketing
      • Dynamic VOD TV Ads and Brand Units
      • Retail Digital Signage
      • Phone Bar Code Reader
      • Mobile Advertising
    • Climbing the Slope
      • Digital Ad Operations Platforms
      • Online Ad Exchanges
      • Media Engagement Metrics
      • In-Game Advertising
      • Social Media Monitors
      • Cloud Advertising
      • In-Stream Video Ad Insertion
      • Online Video
      • Interactive TV
      • Location-Based Services
      • Web Analytics
    • Appendixes
      • Hype Cycle Phases, Benefit Ratings and Maturity Levels
  • Recommended Reading
© 2011 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 Gartners 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.

Free Research

Discover what 12,000 CIOs and Senior IT leaders already know.

Free Access





Why Gartner

Gartner delivers the technology-related insight you need to make the right decisions, every day.

Find out more