Gartner Research

Hype Cycle for Advertising, 2015

Published: 21 July 2015

ID: G00271665

Analyst(s): Mike McGuire , Andrew Frank


Marketers are ramping up investments in data-driven advertising technology and operations as they grapple with media's changing role in consumers' lives.

Table Of Contents


  • What You Need to Know
  • The Hype Cycle
  • The Priority Matrix
  • Off the Hype Cycle
  • On the Rise
    • Real-Time Marketing
    • Personification
    • Cross-Platform Media Measurement
    • Programmatic TV Advertising
    • Cross-Device Identification
    • Programmatic Direct Advertising
    • Mobile Marketing Analytics
    • Media-Embedded Merchandising
    • Augmented Reality
    • Digital Marketing Hubs
  • At the Peak
    • Automatic Content Recognition
    • Shoppable Media
    • Tag Management
    • Data-Driven Marketing
    • Multitouch Attribution
    • Data Management Platforms (Advertising)
    • iBeacons and Bluetooth Beacons
    • Content Marketing
    • Native Advertising
    • Privacy Management Tools
  • Sliding Into the Trough
    • Social Marketing
    • Neurometric Research
    • Social Analytics
    • In-App Advertising
    • Real-Time Bidding (Advertising)
    • Social TV
    • Online Advertising Data Exchanges
  • Climbing the Slope
    • Campaign Segmentation
    • Digital Out-of-Home
    • Addressable TV Advertising
    • Dynamic Creative Optimization
    • Mobile Advertising
    • 2D Bar Code Marketing
  • Entering the Plateau
    • Digital Ad Operations Platforms
  • Appendixes
    • Hype Cycle Phases, Benefit Ratings and Maturity Levels

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