Hype Cycle for Media Industry Advertising, 2006

G00140925

Analyst(s): | | | | | | | | |

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Summary

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.

Table of 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
© 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 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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