Gartner Research

Hype Cycle for Advertising, 2013

Published: 18 July 2013

ID: G00248413

Analyst(s): Andrew Frank


Despite continued disruption in both media and the global economy, 2013 is shaping up to be a year of milestones as global advertising passes the $500 billion annual spending mark, digital advertising surpasses $100 billion, and mobile surpasses $10 billion worldwide.

Table Of Contents


  • What You Need to Know
  • The Hype Cycle
    • New Entries
  • The Priority Matrix
  • Off The Hype Cycle
  • On the Rise
    • Programmatic Premium Advertising
    • Personal Cloud Entertainment Platforms
    • Multichannel Attribution
    • Media-Embedded Merchandising
    • TV App Platforms
    • Automatic Content Recognition
    • Data-Driven Marketing
    • Ensemble Programming
    • Social TV
    • Data Management Platforms (Advertising)
    • Transactional Ad Units
  • At the Peak
    • Tag Management
    • Privacy Management Tools
    • Social Media Metrics
    • Social Commerce
    • Social Media Marketing Platforms
  • Sliding Into the Trough
    • Digital Offers
    • In-App Advertising
    • Over-the-Top Set-Top Boxes
    • Real-Time Bidding (Advertising)
    • Social Gaming Ad Networks
    • Augmented Reality
    • Internet TV
    • Neurometric Research
    • Online Advertising Data Exchanges
    • Location-Based Advertising/Location-Based Marketing
    • Addressable TV Advertising
    • Dynamic Creative Optimization
    • Digital Out-of-Home
  • Climbing the Slope
    • 2D Bar Code Marketing
    • Dynamic VOD TV Ads
    • Mobile Advertising
    • Digital Ad Operations Platforms
    • Phone Bar Code Reader
    • Media Engagement Metrics
  • Entering the Plateau
    • Cloud Advertising
    • In-Stream Video Ad Insertion
  • Appendixes
    • Hype Cycle Phases, Benefit Ratings and Maturity Levels

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