Hype Cycle for Advertising, 2012



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Global advertising in 2012 is being buffeted by a volatile mix of economic pressures, political contests, marketing disorientation, consumer empowerment and regulatory inconsistency, thereby raising the stakes for ad tech.

Table of Contents

  • Analysis
    • What You Need to Know
    • The Hype Cycle
      • New Entries
      • Near the Hype Cycle End
    • The Priority Matrix
    • Off the Hype Cycle
    • On the Rise
      • Personal Cloud Entertainment Platforms
      • Media-Embedded Merchandising
      • TV App Platforms
      • Automatic Content Recognition
      • Data Management Platforms (Advertising)
      • Social TV
      • Tag Management
      • Ensemble Programming
      • Internet Radio
      • Social Gaming Ad Networks
      • Transactional Ad Units
    • At the Peak
      • Social Coupons
      • Social Media Metrics
      • Privacy Management Tools
      • Mobile Coupons
      • Social Commerce
      • Social Media Marketing Platforms
      • Augmented Reality
      • In-App Advertising
      • Online Advertising Data Exchanges
    • Sliding Into the Trough
      • Internet TV
      • Real-Time Bidding (Advertising)
      • Social Media Distribution
      • Over-the-Top Set-Top Boxes
      • Addressable TV Advertising
      • Retail Digital Signage
      • 2D Bar Code Marketing
    • Climbing the Slope
      • Dynamic VOD TV Ads
      • Phone Bar Code Reader
      • Mobile Advertising
      • Digital Ad Operations Platforms
      • Media Engagement Metrics
      • Online Ad Exchanges
      • Cloud Advertising
      • Social Media Monitors
      • In-Stream Video Ad Insertion
    • Entering the Plateau
      • Interactive TV
      • Web Analytics
      • Mobile Application Development Platforms
    • Appendixes
      • Hype Cycle Phases, Benefit Ratings and Maturity Levels
  • Recommended Reading
© 2012 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.

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