Gartner Research

Hype Cycle for Advertising, 2014

Published: 08 July 2014

ID: G00260716

Analyst(s): Mike McGuire , Andrew Frank


Global advertising budgets will increase in 2014 as marketers test social and mobile advertising and deploy data-driven techniques to improve advertising's effectiveness.

Table Of Contents


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

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